Foundations of Marketing,
9th Edition

PART I: STRATEGIC MARKETING AND ITS ENVIRONMENT.
1. Customer-Driven Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
3. The Marketing Environment, Social Responsibility, and Ethics.
PART II: MARKETING RESEARCH AND TARGET MARKETS.
4. Marketing Research and Analytics.
5. Target Market Segmentation and Evaluation.
PART III: CUSTOMER BEHAVIOR AND E-MARKETING.
6. Consumer Buying Behavior.
7. Business Markets and Buying Behavior.
8. Reaching Global Markets.
9. Digital Marketing and Social Networking.
PART IV: PRODUCT AND PRICE DECISIONS.
10. Product, Branding, and Packing Concepts.
11. Developing and Managing Goods and Services
12. Pricing Concepts and Management.
13. Marketing Channels and Supply-Chain Management.
14. Retailing, Direct Marketing, and Wholesaling.
PART V: PROMOTION DECISIONS.
15. Integrated Marketing Communications.
16. Advertising and Public Relations.
17. Personal Selling and Sales Promotion.
Online Appendices.
Appendix A: Financial Analysis in Marketing.
Appendix B: Sample Marketing Plan.
Appendix C: Careers in Marketing.

• William M. Pride

  William M. Pride is professor of marketing for Mays Business School at Texas A&M University. He received his Ph.D. from Louisiana State University. Dr. Pride has taught principles of marketing at both the undergraduate and graduate levels for more than 50 years. Dr. Pride’s research interests focus on advertising, promotion and distribution channels. His research articles have appeared in major journals in the fields of marketing, such as the Journal of Marketing, the Journal of Marketing Research, the Journal of the Academy of Marketing Science and the Journal of Advertising. Dr. Pride is a member of the American Marketing Association, Academy of Marketing Science, Society for Marketing Advances and the Marketing Management Association. He has received the Marketing Fellow Award from the Society for Marketing Advances and the Marketing Innovation Award from the Marketing Management Association. Both of these are lifetime achievement awards.

• O. C. Ferrell

  O. C. Ferrell is the James T. Pursell Sr. Eminent Scholar Chair in Ethics and director of the Center for Ethical Organizational Cultures in the Raymond J. Harbert College of Business at Auburn University. He served as the Distinguished Professor of Leadership and Ethics at Belmont University and University Distinguished Professor of Marketing in the Anderson School of Management at University of New Mexico. He also taught at University of Wyoming, Colorado State University, University of Memphis, Texas A&M University, Illinois State University and Southern Illinois University. Dr. Ferrell received his Ph.D. in marketing from Louisiana State University. He is a past president of the Academic Council of the American Marketing Association and previously chaired the American Marketing Association Ethics Committee that developed the AMA Code of Ethics and the AMA Code of Ethics for Marketing on the Internet. In addition, Dr. Ferrell is past president of the Academy of Marketing Science, where he also served as vice president of publications. He is a member of the Academy of Marketing Science Board of Governors and is a Society of Marketing Advances and Southwestern Marketing Association Fellow and an Academy of Marketing Science Distinguished Fellow. Dr. Ferrell has received a Lifetime Achievement Award from the Macromarketing Society, an Southeast Doctoral Consortium award for service to doctoral students as well as the Harold Berkman Lifetime Service Award and the Cutco Vector Distinguished Marketing Educator Award -- both from the Academy of Marketing Science. Dr. Ferrell has co-authored 20 books and more than 100 articles and papers in journals such as Journal of Marketing Research, Journal of Marketing, Journal of Business Ethics, Journal of Business Research, Journal of the Academy of Marketing Science and Journal of Public Policy & Marketing.

• NEW CHAPTER ON MARKETING RESEARCH AND ANALYTICS ADDRESSES KEY TOOLS IN MARKETING TODAY. Revised content within a new Chapter 4 delves into one of the hottest topics in marketing today – the use and applications of analytics to focus marketing efforts and dollars. Students learn how to use these tools measure, analyze and manage marketing performance as well as maximize return on investment (ROI).

• NEW, UNIQUE CONTENT DETAILS THE USE OF ARTIFICIAL INTELLIGENCE IN MARKETING TODAY. This edition addresses this emerging area of marketing that most other books do not include. Students examine how artificial intelligence (AI) is revolutionizing the way marketing is implemented. This edition integrates AI content and its applications across many chapters as students examine the marketing potential behind this rapidly advancing technology.

• NEW LEARNING FEATURES, CASES AND VIDEOS HIGHLIGHT TODAY'S MARKETING IN ACTION. New and revised feature boxes, contemporary cases and timely videos address today's emerging and important topics in real marketing and actual businesses today. The marketing issues and challenges discussed keep this edition up to date and on the leading edge of developments.

• UPDATED AND REVISED CONTENT THROUGHOUT APPEALS TO TODAY'S LEARNERS. Based on feedback from current students and educators, the authors continue to edit and refine content to engage students and create a relevant and enjoyable learning environment. Your students are actively learning from a book that features the latest advancements in marketing.

• REVISED TEACHING PACKAGE INTEGRATES WITH MINDTAP ONLINE RESOURCES. This is the only marketing book of its kind that offers a support package where all components are exclusively created by the text authors to ensure a cohesive approach. This edition provides the best comprehensive teaching resources for high-quality instructional support, including today's leading digital platform, MindTap, for customizable online learning and teaching tools.

• AUTHORS ARE AWARD-WINNING INSTRUCTORS ACTIVELY GUIDING ALL TEACHING COMPONENTS. These highly recognized text authors apply their first-hand experience in principles of marketing courses to not only the book, but also all resources within the comprehensive teaching package. The result is a well-integrated platform that provides the most coordinated teaching package available.

• BALANCED, CURRENT COVERAGE PRESENTS BOTH TRADITIONAL AND EMERGING TOPICS IN MARKETING. As an instructor, you find the content you need to provide a strong foundation in marketing and address the latest areas of marketing innovation. Your students find intriguing details within the content for an engaging and rewarding learning experience.

• IMPORTANT MARKETING-RELATED BUSINESS TOPICS ARE ADDRESSED. This edition includes discussion of important business topics, such as the supply chain management that is a critical part of Internet retailing for companies like Amazon and Walmart.

• THOROUGH COVERAGE ADDRESSES TODAY'S MOST RECENT DEVELOPMENTS AND TECHNOLOGY IMPACTING MARKETING TODAY. This edition devotes more coverage to emerging topics than other books of its kind. Students delve into the details behind topics such as social media, digital marketing, ethics, globalization and marketing technology interface.

• BALANCED, CURRENT COVERAGE PRESENTS BOTH TRADITIONAL AND EMERGING TOPICS IN MARKETING. As an instructor, you find the content you need to provide a strong foundation in marketing and address the latest areas of marketing innovation. Your students find intriguing details within the content for an engaging and rewarding learning experience.

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