Marketing
By William M. Pride, O. C. Ferrell
About your course materials
Prepare students for success in today’s dynamic, AI-driven marketplace with Pride & Ferrell’s “Marketing,” 22nd Edition. This trusted, student-friendly text combines comprehensive marketing coverage with contemporary examples, diverse perspectives, and real-world applications that make key concepts relevant and engaging. Updated content explores critical topics such as AI, sustainability, digital transformation, and global marketing — helping students build future-ready skills, critical thinking, and career readiness. Integrated with MindTap, Cengage’s learning platform, resources include quizzes, video cases, simulations, flash cards, and mobile-friendly activities. An AI Instructor Assistant delivers actionable insights into student performance and engagement. The result is a flexible, data-informed learning experience that supports deeper understanding, guided instruction, and improved student outcomes.
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About this product
Prepare students for success in today’s dynamic, AI-driven marketplace with Pride & Ferrell’s “Marketing,” 22nd Edition. This trusted, student-friendly text combines comprehensive marketing coverage with contemporary examples, diverse perspectives, and real-world applications that make key concepts relevant and engaging. Updated content explores critical topics such as AI, sustainability, digital transformation, and global marketing — helping students build future-ready skills, critical thinking, and career readiness. Integrated with MindTap, Cengage’s learning platform, resources include quizzes, video cases, simulations, flash cards, and mobile-friendly activities. An AI Instructor Assistant delivers actionable insights into student performance and engagement. The result is a flexible, data-informed learning experience that supports deeper understanding, guided instruction, and improved student outcomes.
Clear Learning Objectives help students focus on key concepts and learning outcomes — providing a structured framework for instruction, assessment, and course success.
Marketing Insights introduces concepts through real-world examples from leading and emerging organizations, making marketing relevant, engaging, and easier to understand.
End-of-chapter cases use modern business examples to help students apply marketing concepts, strengthen critical thinking, and solve real-world marketing challenges.
Table of contents
Part I: Marketing Strategy and Customer Relationships.
- 1. An Overview of Strategic Marketing.
- 2. Planning, Implementing, and Evaluating Marketing Strategies.
Part II: Environmental Forces and Social and Ethical Responsibilities.
- 3. The Marketing Environment.
- 4. Social Responsibility and Ethics in Marketing.
Part III: Marketing Research and Target Market Analysis.
- 5. Marketing Research and Information Systems.
- 6. Target Markets: Segmentation and Evaluation.
Part IV: Buying Behavior, Global Marketing, and Digital Marketing.
- 7. Consumer Buying Behavior.
- 8. Business Markets and Buying Behavior.
- 9. Reaching Global Markets.
- 10. Digital Marketing and Social Networking.
Part V: Product Decisions.
- 11. Product Concepts, Branding, and Packaging.
- 12. Developing and Managing Products.
- 13. Services Marketing.
Part VI: Distribution Decisions.
- 14. Marketing Channels and Supply Chain Management.
- 15. Retailing, Direct Marketing, and Wholesaling.
Part VII: Promotion Decisions.
- 16. Integrated Marketing Communications.
- 17. Advertising and Public Relations.
- 18. Personal Selling and Sales Promotion.
Part VIII: Pricing Decisions.
- 19. Pricing Concepts.
- 20. Pricing Strategies.
- Available Only Online:
- Appendix A: Financial Analysis in Marketing.
- Appendix B: Sample Marketing Plan.
- Appendix C: Careers in Marketing.
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