Foundations of Marketing

by William M. Pride, O. C. Ferrell

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. In addition to a well-respected, distinguished author team, authoritative coverage, and comprehensive yet consolidated coverage, the Third Edition includes new advertisements, photos, and screen shots throughout the text; GlobalEdge features that pose questions about marketing in a global context and encourage online exploration; and Opening Vignettes that feature engaging companies intended to spark student interest. Foundations of Marketing Online, 3/e, is a multimedia eBook created to meet the needs of interactive learners. The eBook contains the same material as the printed text but is priced at nearly half the standard retail price of the paperback. The six-month eBook passkey subscription includes access to all the online and premium online content available with CL MarketingSPACE.

569 pages, Paperback

First published March 10, 2003

Reviews

[Ashlee Weber · Rating 1 out of 5]

Had to read for school. Good info. I just don’t really get into reading marketing stuff.

[lysslyss · Rating 5 out of 5]

As a future entrepreneur, this was more of a handbook for me than a textbook. I enjoyed reading it and there were so many real-life, contemporary examples. My favorite part was the section dedicated to the world marketing industry. The ways companies must alter their products to attract customers overseas and in different cultures in amazing. From pizza, to the Big Mac, to laundry detergent, global marketing is a challenge as well as an exciting adventure.

The book didn't cover just world markets, but the authors made this part really stand out.

The only thing I hated was the huge Advertising Plan due after I finished reading it. Bleck!