TY  - BOOK
AU  - Pride, William M., author.
AU  - Ferrell, O.C., author.
TI  - Essentials of marketing management
SN  - 9789719811244
AV  - CIR HF 5415.13 P75 2019
PY  - 2019///
CY  - Singapore; Philippines
PB  - Cengage; C & E Publishing, Inc.
KW  - Marketing
KW  - Management
N1  - 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
ER  -