Essentials of marketing management /
William M. Pride and O.C. Ferrell.
- Philippine edition.
- Singapore; Philippines : Cengage; C & E Publishing, Inc., c2019.
- viii, 386 pages : illustrations ; 25 cm.
Part I : Strategic marketing and its environment Chapter 1 : The marketing environment, social responsibility, and ethics Part II : Targeting and customer behavior Chapter 2 : Target markets : segmentation and evaluation Chapter 3 : Consumer buying behavior Chapter 4 : Business markets and buying behavior Part III : Salesmanship and product management Chapter 5 : Personal selling Chapter 6 : Product, branding, and packaging concepts Chapter 7 : Developing and managing goods and services Part IV : Marketing channels and marketing communication Chapter 8 : Marketing channels and supply chain management Chapter 9 : Integrated marketing communications Chapter 10 : Advertising and public relations Part V : Marketing research and digital marketing Chapter 11 : Marketing research and information systems Chapter 12 : Digital marketing and social networking Part VI : Retail management and pricing decisions Chapter 13 : Retailing, direct marketing, and wholesaling Chapter 14 : pricing concepts and management Part VII : Marketing management Chapter 15 : Planning, implementing, and evaluating marketing strategies