Verfügbarkeit: Marketing foundations

Marketing foundations:

Gespeichert in:

Bibliographische Detailangaben
Hauptverfasser:	Pride, William M. (VerfasserIn), Ferrell, Odies C. (VerfasserIn)
Format:	Buch
Sprache:	English
Veröffentlicht:	Mason, Ohio South-Western 2011
Ausgabe:	4th ed., International ed.
Schlagworte:	Marketing Lehrbuch
Online-Zugang:	Inhaltsverzeichnis Inhaltsverzeichnis
Beschreibung:	Spätere Aufl. verfasst von G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell
Beschreibung:	getr. Zählung Ill., graph. Darst.
ISBN:	9780538756372 0538756373

Internformat

MARC


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Datensatz im Suchindex

_version_	1804143102265393153
adam_text	IMAGE 1 Q C 4TH EDITION MARKETING FOUNDATIONS MATE INTERNATIONAL EDITION IMAGE 2 STRATEGIC MARKETING AND ITS ENVIRONMENT 1 CHAPTER 1 CUSTOMER-DRIVEN STRATEGIC MARKETING 2 MARKETING DEFINED 3 CUSTOMERS ARE THE FOCUS 3 MARKETING DEALS WITH PRODUCTS, PRICE, DISTRIBUTION, AND PROMOTION 4 WIARKFTIH G IN TRANSITION: CFFIAMA AND SIZF IT/ ITE TIMV CARS A WIWNING SEGMEM R * MARKETING BUILDS RELATIONSHIPS WITH CUSTOMERS AND OTHER STAKEHOLDERS. 7 MARKETING OCCURS IN A DYNAMIC ENVIRONMENT 8 UNDERSTANDING THE MARKETING CONCEPT 9 EVOLUTION OF THE MARKETING CONCEPT 10 ENTREPRENEURIAL MARKETING: LEATHERMAN S MARKETING APPEALS TO SURVIVAUSTS AND MORE 11 IMPLEMENTING THE MARKETING CONCEPT 12 MANAGING CUSTOMER RELATIONSHIPS 12 VALUE-DRIVEN MARKETING 13 MARKETING MANAGEMENT 15 THE IMPORTANCE OF MARKETING IN OUR GLOBAL ECONOMY 16 / MARKETING COSTS CONSUME A SIZABLE PORTION OF BUYERS DOLLARS 16 MARKETING IS USED IN NONPROFIT ORGANIZATIONS 16 MARKETING IS IMPORTANT TO BUSINESSES 17 MARKETING FUELS OUR GLOBAL ECONOMY 17 SUSTAINABLE MARKETING: GROWING ECO-RESPONSIBLE BUILDINGS 18 MARKETING KNOWLEDGE ENHANCES CONSUMER AWARENESS 18 MARKETING CONNECTS PEOPLE THROUGH TECHNOLOGY 18 SOCIALLY RESPONSIBLE MARKETING CAN PROMOTE THE WELFARE OFCUSTOMERS AND STAKEHOLDERS 19 MARKETING OFFERS MANY EXCITING CAREER PROSPECTS 20 VIDEO CASE: METHOD CLEANS UP THE HOME CARE INDUSTRY USING GREEN MARKETING 23 CHAPTER 2 PLANNING MARKETING STRATEGIES 26 UNDERSTANDING THE STRATEGIC PLANNING PROCESS 27 ASSESSING ORGANIZATIONAL RESOURCES AND OPPORTUNITIES 28 SWOT ANALYSIS 29 ESTABLISHING AN ORGANIZATIONAL MISSION AND GOALS 31 IVTARKFTWG IN TSANSIFLQN: GUITAR HFCRO IVIAKES YOU A SOCK STAR 32 DEVELOPING CORPORATE, BUSINESS-UNIT, AND MARKETING STRATEGIES 33 CORPORATE STRATEGY 33 BUSINESS-UNIT STRATEGY 35 MARKETING STRATEGY 36 TARGET MARKET SELECTION 37 CREATING T HE MARKETING PLAN 39 SUSTAINABLE MARKETING: SPUDWARE . .. NOT JUST FOR POTATO HEADS 39 ENTREPRENEURIAL MARKETING: MARKETING ENTREPRENEURS 40 IMPLEMENTING MARKETING STRATEGIES 40 APPROACHES TO MARKETING IMPLEMENTATION 42 ORGANIZING MARKETING ACTIVITIES 44 CONTROLLING MARKETING ACTIVITIES 45 VIDEO CASE: GREEN MOUNTAIN COFFEE ROASTERS BREW UP THE BEST MARKET STRATEGY 51 IMAGE 3 CONTENTS CHAPTER 3 THE MARKETING ENVIRONMENT, SOCIAL RESPONSIBILITY, AND ETHICS 53 THE MARKETING ENVIRONMENT 54 RESPONDING TO THE MARKETING ENVIRONMENT 55 COMPETITIVE FORCES 55 ECONOMIC FORCES 57 POLITICAL FORCES 60 LEGAL AND REGULATORY FORCES 61 TECHNOLOGICAL FORCES 65 MARKETING IN TRANSITION: NEW TECHNOLOGY PROVIDES OPPORTUNITIES FOR SOCIAL NETWORK M A R K I NG 66 SOCIOCULTURAL FORCES 66 SOCIAL RESPONSIBILITY AND ETHICS IN MARKETING 69 ECONOMIC DIMENSION 70 LEGAL DIMENSION 70 ETHICAL DIMENSION 71 PHILANTHROPIC DIMENSION 72 ENTREPRENEURIAL MARKETING: ENTREPRENEURS FIGHT HUNGER WITH PLUMPY NUT 74 INCORPORATING SOCIAL RESPONSIBILITY AND ETHICS INTO STRATEGIC PLANNING 75 SUSTAINABLE MARKETING: SOLAR HELPS CREATE A RENEWABLE WORLD 75 VIDEO CASE: ORGANIC VALLEY RESPONDS TO A CHANGING ENVIRONMENT 80 / ! MARKETING RESEARCH _F?_J AND TARGET MARKETS 82 CHAPTER 4 MARKETING RESEARCH AND INFORMATION SYSTEMS 83 THE IMPORTANCE OF MARKETING RESEARCH 84 ENTREPRENEURIAL MARKETING: JMODERATE USES TEXT MESSAGING TO RESEARCH CONSUMER FEELINGS 85 THE MARKETING RESEARCH PROCESS 85 LOCATING AND DEFINING RESEARCH ISSUES OR PROBLEMS 86 DESIGNING THE RESEARCH PROJECT 86 COLLECTING DATA 89 MARKETING IN TRANSITION: SOCIAL NETWORKS AND ONLINE COMMUNITIES AS MARKETING RESEARCH 96 INTERPRETING RESEARCH FINDINGS 99 SUSTAINABLE MARKETING: MESSAGE IN A BOTTLE: SECONDARY DATA PROVIDE RECYCLING LESSONS 98 REPORTING RESEARCH FINDINGS 100 USING TECHNOLOGY TO IMPROVE MARKETING INFORMATION GATHERING AND ANALYSIS 100 MARKETING INFORMATION SYSTEMS 101 DATABASES 101 MARKETING DECISION SUPPORT SYSTEMS 103 ISSUES IN MARKETING RESEARCH 103 THE IMPORTANCE OF ETHICAL MARKETING RESEARCH 103 INTERNATIONAL ISSUES IN MARKETING RESEARCH 103 VIDEO CASE: GETTING TO THE HEART OF THE MATTER: RESEARCH DESIGN AT LSPMA 108 CHAPTER 5 TARGET MARKETS: SEGMENTATION AND EVALUATION 110 WHAT IS A MARKET? 111 TARGET-MARKET SELECTION PROCESS 111 STEP 1: IDENTIFY THE APPROPRIATE TARGETING STRATEGY 112 UNDIFFERENTIATED TARGETING STRATEGY 112 CONCENTRATED TARGETING STRATEGY THROUGH MARKET SEGMENTATION 114 DIFFERENTIATED TARGETING STRATEGY THROUGH MARKET SEGMENTATION 115 MARKETING » J TRANSITION: TARGETING TECHNOLOGY GOES SOCIAL 115 STEP 2: DETERMINE WHICH SEGMENTATION VARIABLES TO USE 116 VARIABLES FOR SEGMENTING CONSUMER MARKETS 116 ENTREPRENEURIAL MARKETING: TASTY BITE: COMING TO AMERICA 117 SUSTAINABLE MARKETING: WHO S GREEN? 122 VARIABLES FOR SEGMENTING BUSINESS MARKETS 124 STEP 3: DEVELOP MARKET SEGMENT PROFILES 125 STEP 4: EVALUATE RELEVANT MARKET SEGMENTS 125 SALES ESTIMATES 125 COMPETITIVE ASSESSMENT 126 COST ESTIMATES 126 IMAGE 4 CONTENTS STEP 5: SELECT SPECIFIC TARGET MARKETS 127 DEVELOPING SALES FORECASTS 127 EXECUTIVE JUDGMENT 128 SURVEYS 128 TIME-SERIES ANALYSIS 129 REGRESSION ANALYSIS 129 MARKET TESTS 129 MULTIPLE FORECASTING METHODS 130 VIDEO CASE: IS THERE A HARLEY FOR EVERYONE? 133 CUSTOMER BEHAVIOR 136 CHAPTER 6 BEHAVIOR 137 LEVEL OF INVOLVEMENT AND CONSUMER PROBLEM-SOLVING PROCESSES 138 CONSUMER BUYING DECISION PROCESS 140 PROBLEM RECOGNITION 140 INFORMATION SEARCH 141 EVALUATION OF ALTERNATIVES 142 PURCHASE 142 POSTPURCHASE EVALUATION 143- SITUATIONAL INFLUENCES ON THE BUYING DECISION PROCESS 143 PSYCHOLOGICAL INFLUENCES ON THE BUYING DECISION PROCESS 144 PERCEPTION 144 CHAPTER 7 BUSINESS MARKETS AND BUYING BEHAVIOR 165 CAMERA, H R ETIMC- SN TRANSITION: BRAND FANS SAY: LIGHTS, CTION 145 MOTIVES 146 LEARNING 147 ATTITUDES 148 PERSONALITY AND SELF-CONCEPT 149 LIFESTYLES 150 SOCIAL INFLUENCES ON THE BUYING DECISION PROCESS 151 ROLES 151 FAMILY INFLUENCES 151 / REFERENCE GROUPS 152 OPINION LEADERS 153 SUSTAINABLE MARKETING: TOYOTA S PRIUS STEERS IN GREEN DIRECTION 154 DIGITAL NETWORKS 154 SOCIAL CLASSES 155 CULTURE AND SUBCULTURES 157 ENTREPRENEURIAL MARKETING: SOME CAN FACE IT, SOME CAN T 157 VIDEO CASE: TRAVELOCITY GOES THE EXTRA MILE FOR TRAVELERS 163 BUSINESS MARKETS 166 PRODUCER MARKETS 167 RESELLER MARKETS 168 GOVERNMENT MARKETS 168 INSTITUTIONAL MARKETS 169 DIMENSIONS OF MARKETING TO BUSINESS CUSTOMERS 169 CHARACTERISTICS OF TRANSACTIONS WITH BUSINESS CUSTOMERS 170 ATTRIBUTES OF BUSINESS CUSTOMERS 171 PRIMARY CONCERNS OF BUSINESS CUSTOMERS 171 SUSTAINABLE MARKETING: BUSINESS TRAVELERS W A NT GREENER AIRLINES 172 METHODS OF BUSINESS BUYING 173 TYPES OF BUSINESS PURCHASES 174 DEMAND FOR BUSINESS PRODUCTS 174 ENTREPRENEURIAL MARKETING: STEELCASE WANTS TO KEEP BUSINESS CUSTOMERS HEALTHY 175 FVJAPKETING IN TRANSITION: WOW IN ALSLE 1: PARTNERING FOP, PROFIT 176 BUSINESS BUYING DECISIONS 176 THE BUYING CENTER 176 STAGES OF THE BUSINESS BUYING DECISION PROCESS 177 INFLUENCES ON THE BUSINESS BUYING DECISION PROCESS 179 INDUSTRIAL CLASSIFICATION SYSTEMS 179 VIDEO CASE: NUMI TEA BREWS UP BUSINESS RELATIONSHIPS 185 CHAPTER 8 GLOBAL MARKETS MARKETING 187 THE NATURE OF GLOBAL MARKETING STRATEGY 188 ENVIRONMENTAL FORCES IN INTERNATIONAL MARKETS 189 IMAGE 5 VU1 CONTENTS SOCIOCULTURAL FORCES 189 ECONOMIC FORCES 191 SUSTAINABLE MARKETING: LONG-DISTANCE W I - FI OPENS DOORS TO REMOTE BUSINESSES 191 POLITICAL, LEGAL, AND REGULATORY FORCES 193 SOCIAL RESPONSIBILITY AND ETHICS FORCES 194 COMPETITIVE FORCES 196 TECHNOLOGICAL FORCES 197 REGIONAL TRADE ALLIANCES, MARKETS, AND AGREEMENTS 198 THE NORTH AMERICAN FREE TRADE AGREEMENT (NAFTA) 198 ENTREPRENEURIAL MARKETING: ENTREPRENEURS TAKE ON CHINESE PIRACY: THE STORY OF BRABABY 2 00 THE EUROPEAN UNION (EU) 200 THE COMMON MARKET OF THE SOUTHERN CONE (MERCOSUR) 200 PRODUCT DECISIONS 215 ASIA-PACIFIC ECONOMIC COOPERATION (APEC) 201 MARKETING IN TRANSITION: M A DE IN CHINA TRYING TO REBUILD IIS ITPINARTOM 201 THE WORLD TRADE ORGANIZATION (WTO) 202 MODES OF ENTRY INTO INTERNATIONAL MARKETS 203 IMPORTING AND EXPORTING 203 LICENSING AND FRANCHISING 204 CONTRACT MANUFACTURING 205 JOINT VENTURES 205 DIRECT OWNERSHIP 206 CUSTOMIZATION VERSUS GLOBALIZATION OF INTERNATIONAL MARKETING MIXES 207 VIDEO CASE: LONELY PLANET PROVIDES GUIDANCE TO GLOBAL EXPLORERS 212 CHAPTER 9 PRODUCT, WHAT IS A PRODUCT? 217 ENTREPRENEURIAL MARKETING: THIS IS NOT YOUR GRANDMOTHER S CIRCUS! 2 19 CLASSIFYING PRODUCTS 219 CONSUMER PRODUCTS 219 BUSINESS PRODUCTS 221 SUSTAINABLE MARKETING: DIGGING DEEPER INTO GREEN CLAIMS 221 PRODUCT LINE AND PRODUCT MIX 223 PRODUCT LIFE CYCLES AND MARKETING STRATEGIES 224 INTRODUCTION 224 GROWTH 225 MATURITY 226 Y DECLINE 227 PRODUCT ADOPTION PROCESS 227 BRANDING 229 VALUE OF BRANDING 229 BRAND EQUITY 231 TYPES OF BRANDS 232 SELECTING A BRAND NAME 233 PROTECTING A BRAND 234 BRANDING POLICIES 236 BRAND EXTENSIONS 236 CO-BRANDING 236 BRAND LICENSING 237 PACKAGING 238 PACKAGING FUNCTIONS 238 MAJOR PACKAGING CONSIDERATIONS 238 PACKAGING AND MARKETING STRATEGY 239 ! .T:AR! ETWG ! 7I?FT;W!TI0I; YLO I-L L;I :!TH !S A HAT .- RODUC V U.KTCK THE .A3CL 2 ^ - I; LABELING 241 VIDEO CASE: BREWING UP PROFITS AT NEW BELGIUM BREWERY 246 - CHAPTER 10 W GOODS AND SERVICES 249 MANAGING EXISTING PRODUCTS 250 LINE EXTENSIONS 250 PRODUCT MODIFICATIONS 250 DEVELOPING NEW PRODUCTS 252 IDEA GENERATION 252 SCREENING 253 CONCEPT TESTING 254 ENTREPRENEURIAL MARKETING: CRAZY FORMER COMIC LAUGHS ALL THE W AY TO THE BANK-THANKS TOSPANX! 2 54 BUSINESS ANALYSIS 254 PRODUCT DEVELOPMENT 255 TEST MARKETING 255 COMMERCIALIZATION 257 IMAGE 6 CONTENTS IX PRODUCT DIFFERENTIATION THROUGH QUALITY, DESIGN, AND SUPPORT SERVICES 259 PRODUCT QUALITY 259 SUSTAINABLE MARKETING: SMALL BUSINESSES PROSPER WITH GREEN PRODUCTS 2 60 PRODUCT DESIGN AND FEATURES 260 ^ PRODUCT SUPPORT SERVICES 261 PRODUCT POSITIONING AND REPOSITIONING 261 PERCEPTUAL MAPPING 261 BASES FOR POSITIONING 261 REPOSITIONING 263 PRODUCT DELETION 263 MANAGING SERVICES AS PRODUCTS 265 NATURE AND IMPORTANCE OF SERVICES 265 CHARACTERISTICS OF SERVICES 265 CREATING MARKETING MIXES FOR SERVICES 268 MARKETING IN TRANSITION: SLOGGING AHD TWEETING FOP SERVICE 259 ORGANIZING TO DEVELOP AND MANAGE PRODUCTS 272 VIDEO CASE: SOUTHWEST AIRLINES KEEPS SERVICE MARKETING FLYING HIGH 276 PRICING DECISIONS 279 (TTHTAPTFIR 1 1 OXXODL JL JDLV A A CHAPTER 12 PRICING MANAGEMENT 306 THE ROLE OF PRICE 281 PRICE AND NONPRICE COMPETITION 282 PRICE COMPETITION 282 NONPRICE COMPETITION 283 ENTREPRENEURIAL MARKETING: A CELL PHONE COST 284 , ANALYSIS OF DEMAND 284 THE DEMAND CURVE 284 DEMAND FLUCTUATIONS 284 SUSTAINABLE MARKETING: PRICING ECO-FRIENDLY PAINTS 286 ASSESSING PRICE ELASTICITY OF DEMAND 286 DEMAND, COST, AND PROFIT RELATIONSHIPS 287 MARGINAL ANALYSIS 287 BREAKEVEN ANALYSIS 291 FACTORS AFFECTING PRICING DECISIONS 292 ORGANIZATIONAL AND MARKETING OBJECTIVES 292 TYPES OF PRICING OBJECTIVES _293 COSTS 293 . MARKETING IN TRANSITION: ANYTIME, ANYWHERE: CUSTOMERS DARE TO COMPARE 293 OTHER MARKETING-MIX VARIABLES 294 CHANNEL MEMBER EXPECTATIONS 294 CUSTOMER INTERPRETATION AND RESPONSE 295 COMPETITION 296 LEGAL AND REGULATORY ISSUES 297 PRICING FOR BUSINESS MARKETS 298 PRICE DISCOUNTING 298 GEOGRAPHIC PRICING 300 TRANSFER PRICING 300 VIDEO CASE: WASHBURN GUITARS PLAY A MULTIPLE PRICING TUNE 304 DEVELOPMENT OF PRICING OBJECTIVES 308 SURVIVAL 308 PROFIT 309 RETURN ON INVESTMENT 309 MARKET SHARE 309 SUSTAINABLE MARKETING: HOMEMADE ENERGY SHFLOW 310 STATUS~QUO~3T0 PRODUCT QUALITY 310 ASSESSMENT OF THE TARGET MARKET S EVALUATION OF PRICE 310 EVALUATION OF COMPETITORS PRICES 311 SELECTION OF A BASIS FOR PRICING 312 COST-BASED PRICING 312 DEMAND-BASED PRICING 313 COMPETITION-BASED PRICING 313 ENTREPRENEURIAL MARKETING: TERRACYCLE TURNS TRASH INTO CASH 3 14 SELECTION OF A PRICING STRATEGY 314 DIFFERENTIAL PRICING 314 NEW-PRODUCT PRICING 316 PRODUCT-LINE PRICING 317 PSYCHOLOGICAL PRICING 318 PROFESSIONAL PRICING 321 PROMOTIONAL PRICING 321 MARKETING IN TRANSITION: W I LL MIXING UP PRICING STRATEGIES IVISX UP CUSTOMERS? 321 DETERMINATION OF A SPECIFIC PRICE 322 VIDEO CASE: TINY PRICE TAG FOR TINY SMART CAR 326 IMAGE 7 CONTENTS G I DISTRIBUTION DECISIONS 329 MARKETING CHANNELS AND SUPPLY-CHAIN MANAGEMENT 330 FOUNDATIONS OF THE SUPPLY CHAIN 331 THE ROLE OF MARKETING CHANNELS IN SUPPLY CHAINS 333 THE SIGNIFICANCE OF MARKETING CHANNELS 334 TYPES OF MARKETING CHANNELS 336 SUSTAINABLE MARKETING: W I ND POWER TURNS THE TURBINES AT HOME 338 SELECTING MARKETING CHANNELS 340 INTENSITY OF MARKET COVERAGE 343 INTENSIVE DISTRIBUTION 344 SELECTIVE DISTRIBUTION 344 EXCLUSIVE DISTRIBUTION 344 STRATEGIC ISSUES IN MARKETING CHANNELS 345 COMPETITIVE PRIORITIES IN MARKETING CHANNELS 345 CHANNEL LEADERSHIP, COOPERATION, AND CONFLICT 346 CHANNEL INTEGRATION 348 PHYSICAL DISTRIBUTION IN SUPPLY-CHAIN MANAGEMENT 350 ORDER PROCESSING 351 MARKETING IH TRANSITION: STREAMLINING PHYSSCAL DISTRIBUTION TO PROFIT IN STYLE 351 INVENTORY MANAGEMENT 353 MATERIALS HANDLING 353 WAREHOUSING 354 TRANSPORTATION 355 ENTREPRENEURIAL MARKETING: FRENCH FRIES GO BACK TO THE FUTURE - BY RAIL! 357 PROMOTION DECISIONS 395 LEGAL ISSUES IN CHANNEL MANAGEMENT 359 DUAL DISTRIBUTION 359 RESTRICTED SALES TERRITORIES 359 TYING AGREEMENTS 359 EXCLUSIVE DEALING 360 REFUSAL TO DEAL 360 VIDEO CASE: NETFLIX LOOKS FOR THE NEXT HIGH-TECH DISTRIBUTION CHANNEL 364 CHAPTER 14 RETAILING.. DIRECT MARKETING, AND WHOLESALING 367 RETAILING 368 MAJOR TYPES OF RETAIL STORES 369 STRATEGIC ISSUES IN RETAILING 373 ENTREPRENEURIAL MARKETING: TARA S ORGANIC ICE CREAM: A GROWING NICHE BUSINESS 3 74 ;T.ARKETIIMG IN TRANSITION: STORE 8A6S GO GREEN 377 DIRECT MARKETING AND DIRECT SELLING 378 DIRECT MARKETING 378 DIRECT SELLING 380 FRANCHISING 381 SUSTAINABLE MARKETING: WALMART HAS SUSTAINABIUTY IN STORE 381 WHOLESALING 382 SERVICES PROVIDED BY WHOLESALERS 383 TYPES OF WHOLESALERS 384 VIDEO CASE: EASTERN MOUNTAIN SPORTS GOES BACK TO ITS RETAIL ROOTS 392 CHAPTER 15 INTEGRATED MARKETING COMMUNICATIONS 396 WHAT IS INTEGRATED MARKETING COMMUNICATIONS? 397 THE COMMUNICATION PROCESS 398 THE ROLE AND OBJECTIVES OF PROMOTION 401 CREATE AWARENESS 403 STIMULATE DEMAND 403 ENCOURAGE PRODUCT TRIAL 404 IDENTIFY PROSPECTS 404 IMAGE 8 CONTENTS RETAIN LOYAL CUSTOMERS 404 FACILITATE RESELLER SUPPORT 405 COMBAT COMPETITIVE PROMOTIONAL EFFORTS 405 REDUCE SALES FLUCTUATIONS 405 THE PROMOTION MIX 406 ADVERTISING 406 PERSONAL SELLING 407 MARKETING IN TRANSITION: PURESPORT FINDS BOTH PROS AND CONS IN PHELPS ENDORSEMENT 408 PUBLIC RELATIONS 408 SALES PROMOTION 409 SELECTING PROMOTION-MIX ELEMENTS 410 PROMOTIONAL RESOURCES, OBJECTIVES, AND POLICIES 410 CHARACTERISTICS OF THE TARGET MARKET 411 CHARACTERISTICS- OF THE PRODUCT 411 COSTS AND AVAILABILITY OF PROMOTIONAL METHODS 412 PUSH AND PULL CHANNEL POLICIES 412 THE GROWING IMPORTANCE OF WORD-OF-MOUTH COMMUNICATIONS 413 ENTREPRENEURIAL MARKETING: COMIC BOOK MARKETING CREATES BUZZ 4 14 PRODUCT PLACEMENT 415 SUSTAINABLE MARKETING: THERE ARE PLENTY OF FISH 415 CRITICISMS AND DEFENSES OF PROMOTION 416 VIDEO CASE: THE TOLEDO MUD KENS MAKE MARKETING FUN 421 I / CHAPTER 16 ADVERTISING AND PUBLIC RELATIONS 424 THE NATURE AND TYPES OF ADVERTISING 425 DEVELOPING AN ADVERTISING CAMPAIGN 426 IDENTIFYING AND ANALYZING THE TARGET AUDIENCE 427 DEFINING THE ADVERTISING OBJECTIVES 428 CREATING THE ADVERTISING PLATFORM 428 DETERMINING THE ADVERTISING APPROPRIATION 425 MARKETING IN TRANSITION: READ ALL ABOUT IT: NEWSPAPERS M CRISIS 4 30 DEVELOPING THE MEDIA PLAN 430 CREATING THE ADVERTISING MESSAGE 433 EXECUTING THE CAMPAIGN 436 EVALUATING ADVERTISING EFFECTIVENESS 436 SUSTAINABLE MARKETING: WOULD YOU LIKE TO BUY A RECYCLED TOOTHBRUSH? 4 37 WHO DEVELOPS THE ADVERTISING CAMPAIGN? 438 PUBLIC RELATIONS 438 PUBLIC RELATIONS TOOLS 439 ENTREPRENEURIAL MARKETING: WOMENKIND: AN ADVERTISING AGENCY FOR WOMEN 4 40 EVALUATING PUBLIC RELATIONS EFFECTIVENESS 441 DEALING WITH UNFAVORABLE PUBLIC RELATIONS 442 VIDEO CASE: VANS LEVERAGE ATHLETES IN ITS ADVERTISING PLATFORM 446 CHAPTER 17 PERSONAL SELLING AND SALES PROMOTION 448 WHAT IS PERSONAL SELLING? 449 SUSTAINABLE MARKETING: SELLING GREEN HOMES 4 50 THE PERSONAL SELLING PROCESS 450 TYPES OF SALESPEOPLE 453 TYPES OF SELLING 455 MANAGING THE SALES FORCE 456 ENTREPRENEURIAL MARKETING: SELLING SPORTS CELEBRITIES 4 63 WHAT IS SALES PROMOTION? 463 CONSUMER SALES PROMOTION METHODS 464 MARKETING IN TRANSITION: AGGRESSIVE D O N T SEW LI SALES PROMOTION PROVIDES FREE VAULT 4 87 TRADE SALES PROMOTION METHODS 469 VIDEO CASE: IBM SALES FORCE SELLS SOLUTIONS 473 APPENDIX: CAREERS IN MARKETING A-L GLOSSARY G-L END NOTES EN-1 NAME INDEX I-1 ORGANIZATION INDEX 1-6 SUBJECT INDEX 1-12
any_adam_object	1
author	Pride, William M. Ferrell, Odies C.
author_facet	Pride, William M. Ferrell, Odies C.
author_role	aut aut
author_sort	Pride, William M.
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building	Verbundindex
bvnumber	BV036527000
ctrlnum	(OCoLC)839401782 (DE-599)GBV619775262
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dewey-hundreds	600 - Technology (Applied sciences)
dewey-ones	658 - General management
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dewey-tens	650 - Management and auxiliary services
discipline	Wirtschaftswissenschaften
edition	4th ed., International ed.
format	Book
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genre_facet	Lehrbuch
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indexdate	2024-07-09T22:42:19Z
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language	English
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spelling	Pride, William M. Verfasser aut Marketing foundations William Pride and O.C. Ferrell 4th ed., International ed. Mason, Ohio South-Western 2011 getr. Zählung Ill., graph. Darst. txt rdacontent n rdamedia nc rdacarrier Spätere Aufl. verfasst von G. Tomas M. Hult ; William M. Pride ; O.C. Ferrell Marketing (DE-588)4037589-4 gnd rswk-swf 1\p (DE-588)4123623-3 Lehrbuch gnd-content Marketing (DE-588)4037589-4 s 2\p DE-604 Ferrell, Odies C. Verfasser aut DE-601 pdf/application http://www.gbv.de/dms/zbw/619775262.pdf kostenfrei Inhaltsverzeichnis GBV Datenaustausch application/pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020448879&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA Inhaltsverzeichnis 1\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk 2\p cgwrk 20201028 DE-101 https://d-nb.info/provenance/plan#cgwrk
spellingShingle	Pride, William M. Ferrell, Odies C. Marketing foundations Marketing (DE-588)4037589-4 gnd
subject_GND	(DE-588)4037589-4 (DE-588)4123623-3
title	Marketing foundations
title_auth	Marketing foundations
title_exact_search	Marketing foundations
title_full	Marketing foundations William Pride and O.C. Ferrell
title_fullStr	Marketing foundations William Pride and O.C. Ferrell
title_full_unstemmed	Marketing foundations William Pride and O.C. Ferrell
title_short	Marketing foundations
title_sort	marketing foundations
topic	Marketing (DE-588)4037589-4 gnd
topic_facet	Marketing Lehrbuch
url	http://www.gbv.de/dms/zbw/619775262.pdf http://bvbr.bib-bvb.de:8991/F?func=service&doc_library=BVB01&local_base=BVB01&doc_number=020448879&sequence=000001&line_number=0001&func_code=DB_RECORDS&service_type=MEDIA
work_keys_str_mv	AT pridewilliamm marketingfoundations AT ferrellodiesc marketingfoundations

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