TY  - BOOK
AU  - Pride,William M.
AU  - Ferrell,O.C.
TI  - Marketing: concepts and strategies 
SN  - 039578574-x
SN  - 039583793
AV  - HF5415 .P658
PY  - 1997///
CY  - Boston
PB  - Houghton Mufflin
KW  - Marketing
N1  - Includes index; Chapter 1 An overview of strategic marketing   1
Chapter 2 The marketing environment   25
Chapter 3 Marketing ethics social responsibility   51
Chapter 4 Global Markets and international marketing   77
Chapter 5 Information systems and marketing research   104
Chapter 6 Consumer buying behavior    130
Chapter 7 Organizational markets and buying behavior   153
Chapter 8 Target markets: segmentation and evaluation   173
Chapter 9 Product concepts   204
Chapter 10 Developing and managing products   225
Chapter 11 Branding and packing   248
Chapter 12 Services   272
Chapter 13 Marketing channels   298
Chapter 14 Wholesaling   321
Chapter 15 Retailing   342
Chapter 16 Physical distribution    367
Chapter 17 Promotion: An overview   392
Chapter 18 Advertising and public relations   414
Chapter 19 Personal selling and sales promotion   441
Chapter 20 Pricing concepts   470
Chapter 21 Setting prices   489
Chapter 22 Strategic market planning   516
Chapter 23 Marketing implementation and control  544 
Chapter 24 Marketing and the internet   575
Appendix A  Careers in marketing   577
Appendix B  Financial analysis in marketing  589
Appendix C  Sample marketing plan 598
Glossary   606
Notes   623 Name index   642
Subject index   656

ER  -