Foundations of Marketing Student Text
Pride, William M./ Ferrell, O. C. | Houghton Mifflin
29,000원 | 20060213 | 9780618705009
Foundations of Marketingoffers 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 makeFoundations of Marketinghighly 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 Reviewencourage further exploration of the material, andMarketing Applicationsexercises enhance students' comprehension of important topics.Online Exercisesand practice tests prompt students to apply what they've read. New!Two new boxed features highlight innovations in entrepreneurship.Marketing Leadersdescribe companies with creative marketing strategies, such as ArtistShare's production of online music and The Pampered Chef's in-house demonstrations.Marketing Entrepreneursfeature 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 andTest Prepperreview 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 withFoundations 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!SeveralOpening 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,andCustomer 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 pro
