Foundations of marketing / William M. Pride and O.C. Ferrell.

Includes bibliographical references and index.

Customer-driven strategic marketing -- Planning, implementing, and evaluating marketing strategies -- The marketing environment, social responsibility, and ethics -- Marketing research and analytics -- Target markets: segmentation and evaluation -- Consumer buying behavior -- Business markets and buying behavior -- Reaching global markets -- Digital marketing and social networking -- Product, branding, and packaging concepts -- Developing and managing goods and services -- Pricing concepts and management -- Marketing channels and supply chain management -- Retailing, direct marketing, and wholesaling -- Integrated marketing communications -- Advertising and public relations -- Personal selling and sales promotion.