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Foundations of Marketing offers a concise, straightforward approach to basic marketing concepts and strategies, while providing instructors with the flexibility to integrate supplemental resources or activities into their courses. Providing comprehensive coverage in a consolidated format, Pride and Ferrell highlight topics in ethics, e-marketing, and customer relationship management while incorporating up-to-date research and examples throughout. The Second Edition retains many of the pedagogical features that make Foundations of Marketing highly accessible and popular among students. Each chapter begins with a set of learning objectives and anecdotes from a range of organizations. A chapter-ending review section--organized by learning objective--summarizes major topics, and a list of key terms covers essential vocabulary. In addition, Issues for Discussion and Review encourage further exploration of the material, and Marketing Applications exercises enhance students' comprehension of important topics. Online Exercises and practice tests prompt students to apply what they've read. New! Two new boxed features highlight innovations in entrepreneurship. Marketing Leaders describe companies with creative marketing strategies, such as ArtistShare's production of online music and The Pampered Chef's in-house demonstrations. Marketing Entrepreneurs feature individuals or groups of people who successfully launched their own businesses, like Jo Waldron's initiative to help the hearing impaired and 16-year-old Pankaj Arora's extracurricular web-based technology businesses. New! Downloadable MP3 files (available at the passkey-protected Online Study Center) include brief chapter summaries and Test Prepper review content for on-the-go studying. New! Expanded content module offerings are available via Houghton Mifflin Custom Publishing. These modules enhance the concepts covered in the text, and feature hot topics such as ethics, customer relationship management, and sports/events marketing. New! A new online study guide replaces the traditional print version. Via passkey access, students who purchase new textbooks can choose from a range of study aids--including MP3 audio files, Marketing Plan worksheets, and ACE practice tests--at the Online Study Center; passkeys are also available for purchase separately. New! Offered for the first time with Foundations of Marketing, the Eduspace online learning tool pairs the widely recognized resources of Blackboard with quality, text-specific content from Houghton Mifflin. Eduspace makes it easy for instructors to create all or part of a course online. Classroom Response System ("clicker") content, homework exercises, tests, tutorials, and supplemental study materials all come ready-to-use. Updated! Several Opening Vignettes, which introduce chapter content through a specific organization or current market trend, are new to the Second Edition. These vignettes explore marketing issues faced by diverse organizations such as Amazon.com, Corvette, Napster, XM satellite radio, and iPod. Each chapter ends with a fully integrated Video Case, which illustrates the real-world application of marketing concepts. Examples from companies such as BMW International, Jordan's Furniture, and New Balance make the learning experience more engaging for students. Updated! Several additional boxed inserts reinforce students' awareness of key marketing issues: E-marketing and Technology, Ethics and Social Issues, Marketing Around the World, and Customer Relationship Management. These boxes examine issues and strategies at companies such as Wal-Mart, Harley-Davidson, and Apple. An organizational model at the beginning of each part provid
Table of Contents
Note: Each chapter concludes with a Chapter Review, Key Concepts, Issues for Discussion and Review, Marketing Applications, and Online Exercise.
Strategic Marketing and Its Environment
Marketing's Role in Business and Society
Corvette Honored as Best Sports Car Marketing Defined
Understanding the Marketing Concept
Marketing Entrepreneurs:Norman Ray Lambert & Family Managing
Customer Relationships Value-Driven Marketing
The Importance of Marketing in Our Global Economy
Marketing Around the World:Procter & Gamble Products Are #1 Around the World
Ethics and Social Issues:A Greener Ford? Video Case:Finagle A Bagel
Planning Marketing Strategies
Sears and Kmart Join Forces to Compete Understanding the Strategic Planning Process
Assessing Organizational Resources and Opportunities
Marketing Entrepreneurs:Ryan Garman Establishing an Organizational Mission and Goals
Developing Corporate, Business-Unit, and Marketing Strategies
Creating the Marketing Plan
Implementing Marketing Strategies
Marketing Around the World:Digital Revolution Forces Kodak to Refocus Its Strategy
Marketing Leaders:Cereal-ity Video Case:The Global Expansion of Subway Sandwich Shops
The Marketing Environment, Social Responsibility, and Ethics
Model Train Companies Collide
The Marketing Environment
Marketing Entrepreneurs:Jo Waldron
Social Responsibility and Ethics in Marketing
Ethics and Social Issues:Has Wal-Mart Become Too Powerful?
Ethics and Social Issues:Will the Martha Stewart Brand Survive a Legal Scandal?
Video Case:Social Responsibility at New Belgium Brewing Company
Using Technology for Customer Relationships in a Global Environment
E-Marketing and Customer Relationship Management
Amazon.com Finds Success with Technology and Positive Relationships