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ویرایش: [20 ed.] نویسندگان: William M. Pride, O. C. Ferrell سری: ISBN (شابک) : 0357033795, 9780357033791 ناشر: Cengage Learning سال نشر: 2019 تعداد صفحات: 720 [722] زبان: English فرمت فایل : PDF (درصورت درخواست کاربر به PDF، EPUB یا AZW3 تبدیل می شود) حجم فایل: 53 Mb
در صورت تبدیل فایل کتاب Marketing (MindTap Course List) به فرمت های PDF، EPUB، AZW3، MOBI و یا DJVU می توانید به پشتیبان اطلاع دهید تا فایل مورد نظر را تبدیل نمایند.
توجه داشته باشید کتاب بازاریابی (فهرست دوره های MindTap) نسخه زبان اصلی می باشد و کتاب ترجمه شده به فارسی نمی باشد. وبسایت اینترنشنال لایبرری ارائه دهنده کتاب های زبان اصلی می باشد و هیچ گونه کتاب ترجمه شده یا نوشته شده به فارسی را ارائه نمی دهد.
درکی از اصول بازاریابی امروزی با بازاریابی جذاب پراید/فرل به دست آورید. دانش و مهارت های تصمیم گیری برای موفقیت را توسعه دهید زیرا پوشش عمیق مفاهیم و استراتژی های بازاریابی اساسی را برجسته می کند. کاربردها و نمونه های عملی بر آخرین شبکه های اجتماعی، بازاریابی دیجیتال، مسئولیت اجتماعی و زیست محیطی، جهانی شدن، کارآفرینی و بازاریابی در دوران گذار تاکید دارند. این نسخه همچنین پوشش بازارهای تجاری و رفتار خرید، کانال های بازاریابی و مدیریت زنجیره تامین، خرده فروشی، فروش شخصی و تجزیه و تحلیل بازاریابی را گسترش می دهد. یک کتاب الکترونیکی به شما امکان میدهد اصطلاحات را برجسته کنید و شامل آزمونهای بررسی مفهومی تعبیهشده برای ارزیابی درک مفاهیم کلیدی است. شما به تکالیف، فلش کارتهای دیجیتال، ویدیوهای شرکت، یک برنامه بازاریابی تعاملی، امتحانات تمرینی و فعالیتهای بهعنوان یک بازاریاب دسترسی راحت از طریق تلفن همراه دارید.
Gain an understanding of today's marketing principles with Pride/Ferrell's engaging MARKETING. Develop the knowledge and decision-making skills to succeed as in-depth coverage highlights fundamental marketing concepts and strategies. Practical applications and examples emphasize the latest social networking, digital marketing, social and environmental responsibility, globalization, entrepreneurship and marketing during transition. This edition also expands coverage of business markets and buying behavior, marketing channels and supply-chain management, retailing, personal selling and marketing analytics. An eBook lets you highlight terms and includes embedded Concept Check quizzes to assess understanding of key concepts. You have convenient mobile access to assignments, digital flashcards, company videos, an interactive marketing plan, practice exams and activities as a marketer.
Cover Brief Contents Contents Preface Acknowledgments About the Authors Part 1: Marketing Strategy and Customer Relationships Chapter 1: An Overview of Strategic Marketing 1-1 Defining Marketing 1-2 Marketing Deals with Products, Distribution, Promotion, and Price 1-3 Marketing Creates Value 1-4 Marketing Occurs in a Dynamic Environment 1-5 Understanding the Marketing Concept 1-6 Customer Relationship Management 1-7 The Importance of Marketing in Our Global Economy Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 1.1: Apple Inc.: The Future of Retailing, Education, and Entertainment Case 1.2: TOMS: Purchase One and Give One Chapter 2: Planning, Implementing, and Evaluating Marketing Strategies 2-1 The Strategic Planning Process 2-2 Establishing Mission, Goals, and Strategies 2-3 Assessing Organizational Resources and Opportunities 2-4 Developing Marketing Objectives and Marketing Strategies 2-5 Managing Marketing Implementation 2-6 Evaluating Marketing Strategies 2-7 Creating the Marketing Plan Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 2.1: Inside Tesla's Strategy for Growth Case 2.2: Crayola's Colorful Marketing Strategy for the Digital Age Strategic Case 1: Amazonization of Whole Foods Part 2: Environmental Forces and Social and Ethical Responsibilities Chapter 3: The Marketing Environment 3-1 Examining and Responding to the Marketing Environment 3-2 Competitive Forces 3-3 Economic Forces 3-4 Political Forces 3-5 Legal and Regulatory Forces 3-6 Technological Forces 3-7 Sociocultural Forces Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 3.1: Apple vs. Samsung: Gloves Are Off Case 3.2: Dollar General Uses Buying Power to Target Markets Chapter 4: Social Responsibility and Ethics in Marketing 4-1 The Nature of Social Responsibility 4-2 Marketing Ethics 4-3 The Nature of Marketing Ethics 4-4 Improving Marketing Ethics 4-5 Incorporating Social Responsibility and Ethics into Strategic Planning Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 4.1: Cruising to Success: The Tale of New Belgium Brewing Case 4.2: Sseko Helps Women Get a Step Ahead Strategic Case 2: Not So Well: The Case of Wells Fargo Part 3: Marketing Research and Target Market Analysis Chapter 5: Marketing Research and Information Systems 5-1 The Importance of Marketing Research 5-2 Types of Research 5-3 The Marketing Research Process 5-4 Using Technology to Improve Marketing Information Gathering and Analysis 5-5 Issues in Marketing Research Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 5.1: Picture Perfect: How Instagram Uses Big Data Case 5.2: No Mystery Here: Why Market Force Is a Leading Market Research Firm Chapter 6: Target Markets: Segmentation and Evaluation 6-1 What Are Markets? 6-2 Target Market Selection Process 6-3 Step 1: Identify the Appropriate Targeting Strategy 6-4 Step 2: Determine Which Segmentation Variables to Use 6-5 Step 3: Develop Market Segment Profiles 6-6 Step 4: Evaluate Relevant Market Segments 6-7 Step 5: Select Specific Target Markets 6-8 Developing Sales Forecasts Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 6.1: How Nike Uses Targeting in the High-Stakes Race for Sales Case 6.2: Looking for a BFF? Umpqua Bank Can Help! Strategic Case 3: Uber Attempts to Make a Right Turn Part 4: Buying Behavior, Global Marketing, and Digital Marketing Chapter 7: Consumer Buying Behavior 7-1 Consumer Buying Decision Process 7-2 Types of Consumer Decision Making and Level of Involvement 7-3 Situational Influences on the Buying Decision Process 7-4 Psychological Influences on the Buying Decision Process 7-5 Social Influences on the Buying Decision Process 7-6 Consumer Misbehavior Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 7.1: How Ford Drives Future Innovation Case 7.2: Campbell's Soup Company Cooks Up New Marketing Chapter 8: Business Markets and Buying Behavior 8-1 Business Markets 8-2 Using the North American Industry Classification System to Identify and Assess Business Customers 8-3 Dimensions of Marketing to Business Customers 8-4 Business Buying Decisions 8-5 Reliance on the Internet and Other Technology Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 8.1: Will Apple Pay Pay Off for Retailers? Case 8.2: Salesforce.com Uses Dreamforce to Reach Business Customers Chapter 9: Reaching Global Markets 9-1 The Nature of Global Marketing Strategy 9-2 Environmental Forces in Global Markets 9-3 Regional Trade Alliances, Markets, and Agreements 9-4 Modes of Entry into International Markets 9-5 Global Organizational Structures 9-6 Customization versus Globalization of International Marketing Mixes Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 9.1: Alibaba and Global E-Commerce: Should Amazon Be Afraid? Case 9.2: Netflix Stream Becomes a Global River Chapter 10: Digital Marketing and Social Networking 10-1 Defining Digital Marketing 10-2 Growth and Benefits of Digital Marketing 10-3 Types of Consumer-Generated Marketing and Digital Media 10-4 Monitoring Digital Media Behaviors of Consumers 10-5 E-Marketing Strategy 10-6 Ethical and Legal Issues Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 10.1: Zappos Runs with Social Media Case 10.2: Dollar Shave Club Faces Sharp Competition Strategic Case 4: Need a Place to Stay? InterContinental Hotels Group Has One Just for You Part 5: Product Decisions Chapter 11: Product Concepts, Branding, and Packaging 11-1 What Is a Product? 11-2 Classifying Products 11-3 Product Line and Product Mix 11-4 Product Life Cycles and Marketing Strategies 11-5 Product Adoption Process 11-6 Branding 11-7 Packaging 11-8 Labeling Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 11.1: Impossible Foods Cooks Up Meatless Burgers in Silicon Valley Case 11.2: Hilton Worldwide Expands to New Brands and New Markets Chapter 12: Developing and Managing Products 12-1 Managing Existing Products 12-2 Developing New Products 12-3 Product Differentiation through Quality, Design, and Support Services 12-4 Product Positioning and Repositioning 12-5 Product Deletion 12-6 Organizing to Develop and Manage Products Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 12.1: Cutting Edge Quality: Cutco "Knives for Life" Case 12.2: Quesalupa! Crunchy and All That Cheese from Taco Bell Chapter 13: Services Marketing 13-1 The Growth and Importance of Services 13-2 Characteristics of Services 13-3 Developing and Managing Marketing Mixes for Services 13-4 Service Quality 13-5 Nonprofit Marketing Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 13.1: Mike Boyle's Services Are Not for Everyone Case 13.2: FedEx Courts Customers with Convenience, Not Just Speed Strategic Case 5: Nike Runs the Innovation Race Every Day Part 6: Distribution Decisions Chapter 14: Marketing Channels and Supply Chain Management 14-1 Foundations of the Supply Chain 14-2 The Role of Marketing Channels in Supply Chains 14-3 Intensity of Market Coverage 14-4 Strategic Issues in Marketing Channels 14-5 Logistics in Supply Chain Management 14-6 Legal Issues in Channel Management Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 14.1: The Cocoa Exchange's Sweet Spot in the Supply Chain Case 14.2: ADM: The Link from Farm to Table Chapter 15: Retailing, Direct Marketing, and Wholesaling 15-1 Retailing 15-2 Online Retailing 15-3 Brick-and-Mortar Retailers 15-4 Strategic Issues in Retailing 15-5 Direct Marketing, Direct Selling, and Vending 15-6 Wholesaling Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 15.1: Rebecca Minkoff's Cutting-Edge Retail Technology Case 15.2: Lowe's Taps Technology for Retailing Edge Strategic Case 6: Gelson's Markets-Where Superior Quality Meets Convenience Part 7: Promotion Decisions Chapter 16: Integrated Marketing Communications 16-1 The Nature of Integrated Marketing Communications 16-2 Promotion and the Communication Process 16-3 The Role and Objectives of Promotion 16-4 The Promotion Mix 16-5 Selecting Promotion Mix Factors 16-6 The Impact of Word-of-Mouth Communications on Promotion 16-7 Product Placement as Promotion 16-8 Criticisms and Defenses of Promotion Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 16.1: Napoletana: Taking a Bite at WOM Promotion Case 16.2: Picture Perfect: The Success of Product Placement Chapter 17: Advertising and Public Relations 17-1 The Nature and Types of Advertising 17-2 Developing an Advertising Campaign 17-3 Who Develops the Advertising Campaign? 17-4 Public Relations 17-5 Public Relations Tools 17-6 Evaluating Public Relations Effectiveness Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 17.1: Scripps Networks Interactive: An Expert at Connecting Advertisers with Programming Case 17.2: The Rise of Native Advertising Chapter 18: Personal Selling and Sales Promotion 18-1 The Nature and Goals of Personal Selling 18-2 Steps of the Personal Selling Process 18-3 Types of Salespeople 18-4 Team Selling and Relationship Selling 18-5 Sales Force Management 18-6 Sales Promotion 18-7 Consumer Sales Promotion Methods 18-8 Trade Sales Promotion Methods Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 18.1: Nederlander Gives Audiences a Reason for a Standing Ovation Case 18.2: Salesforce.com Sold on Stakeholder Satisfaction Strategic Case 7: Patagonia Climbs into the World of IMC Part 8: Pricing Decisions Chapter 19: Pricing Concepts 19-1 The Importance of Price in Marketing 19-2 Price and Nonprice Competition 19-3 Demand Curves and Price Elasticity 19-4 Demand, Cost, and Profit Relationships 19-5 Factors That Affect Pricing Decisions 19-6 Pricing for Business Markets Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 19.1: Louis Vuitton Bags the Value Shopper Case 19.2: CVS: Continuous Value Strategy Chapter 20: Setting Prices 20-1 Development of Pricing Objectives 20-2 Assessment of the Target Market's Evaluation of Price 20-3 Evaluation of Competitors' Prices 20-4 Selection of a Basis for Pricing 20-5 Selection of a Pricing Strategy 20-6 Determination of a Specific Price Summary Important Terms Discussion and Review Questions Developing Your Marketing Plan Video Case 20.1: Warby Parker Puts Affordable Eyewear in Focus Case 20.2: Norwegian Air Shuttle Continues to Climb with Low Costs and Low Prices Strategic Case 8: To Rent or to Own? That Is the Question Glossary Endnotes Feature Notes Name Index Organization Index Subject Index