Marketing,
21st Edition

Part I: MARKETING STRATEGY AND CUSTOMER RELATIONSHIPS.
1. An Overview of Strategic Marketing.
2. Planning, Implementing, and Evaluating Marketing Strategies.
Part II: ENVIRONMENTAL FORCES AND SOCIAL AND ETHICAL RESPONSIBILITIES.
3. The Marketing Environment.
4. Social Responsibility and Ethics in Marketing.
Part III: MARKETING RESEARCH AND TARGET MARKET ANALYSIS.
5. Marketing Research and Information Systems.
6. Target Markets Segmentation and Evaluation.
Part IV: BUYING BEHAVIOR, GLOBAL MARKETING, AND DIGITAL MARKETING.
7. Consumer Buying Behavior.
8. Business Markets and Buying Behavior.
9. Reaching Global Markets.
10. Digital Marketing and Social Networking.
Part V: PRODUCT DECISIONS.
11. Product Concepts, Branding and Packaging.
12. Developing and Managing Products.
13. Services Marketing.
Part VI: DISTRIBUTION DECISIONS.
14. Marketing Channels and Supply-Chain Management.
15. Retailing, Direct Marketing and Wholesaling.
Part VII: PROMOTION DECISIONS.
16. Integrated Marketing Communications.
17. Advertising and Public Relations.
18. Personal Selling and Sales Promotion.
Part VIII: PRICING DECISIONS.
19. Pricing Concepts.
20. Setting Prices.
AVAILABLE ONLY ONLINE:
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.

• Updated cases highlight the relevance and importance of marketing in a variety of business contexts by reflecting a wider range of company sizes and industries including non-profits, technology, entertainment, apparel and food and beverage.

• The Integrity in Marketing box feature provides additional examples to help illustrate chapter concepts such as ethics, sustainability, social media and mental health, and supply chain responsibility by using updated real-world companies like Chick-fil-A, Flowers for Dreams, Unilever, Starbucks, REI and Patagonia to help students make connections to their own lives.

• Updated coverage of marketing customer needs, organizational culture, market segmentation and public relations reflect the importance of diversity, inclusion and equity within businesses’ marketing strategies and practices.

• The global impact of COVID-19 and the rise of e-commerce and digital marketing illustrates the dynamic nature of marketing.

• Two cases at the end of each chapter illustrate how to apply marketing strategies and concepts with examples from companies like Tillamook, Calendly, Salesforce and Gelson’s Market.

• Organizational models at the beginning of each part provide a clear, visual tool for understanding the connections among the various concepts and topics.

• Learning objectives at the start of each chapter present concrete expectations for mastery and guide students in the most important points to learn as they read the chapter.

• A complete chapter summary reviews the major topics discussed and the list of important terms provides another end-of-chapter study aid to expand students’ marketing vocabulary.

• Discussion and review questions at the end of each chapter encourage further study and exploration of chapter content.

• Online appendices discuss today's marketing career opportunities, explore financial analysis in marketing and offer a sample marketing plan.

• A comprehensive glossary clearly defines more than 625 of today's most important marketing terms.

• The Entrepreneurship in Marketing feature focuses on the role of entrepreneurship and the need for creativity in developing successful marketing strategies by featuring successful entrepreneurial companies like Blue Bottle Coffee, Harmless Harvest, Halo Top Ice Cream, Haney’s Appledale Farm, Louisville Slugger and Tastefully Simple.

• Key term definitions appear in the margins to help students build their marketing vocabulary.

• Figures, tables, photographs, advertisements and Snapshot features increase comprehension and stimulate interest.

Cengage provides a range of supplements that are updated in coordination with the main title selection. For more information about these supplements, contact your Learning Consultant.

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