Description
THE IMPORTANCE OF MARKETING TO BUSINESS
The importance of marketing strategies in a changing environment is a major challenge facing managers today. Marketing is the only function in business that has a responsibility to increase demand, create revenue, and develop loyal customers necessary for a firm’s existence. Foundations of Marketing has been designed to provide foundational concepts and best practices necessary to achieve financial performance and maintain positive relationships with key stakeholders. All business students need to understand these important foundational concepts that reflect the real world of marketing. In addition, these concepts help students understand career opportunities in marketing. This text provides comprehensive coverage of important marketing concepts that are necessary for a student’s success in business.
Pride & Ferrell Foundations of Marketing provides your students with an opportunity to develop respect for the importance of marketing and understand that learning about marketing requires the mastering of essential concepts. We continue to revise our book to reflect major changes in the environment, yet maintain comprehensive coverage of traditional proven concepts necessary for marketing decision making. More recently, we have added a chapter on digital marketing and social networking. This chapter undergoes rigorous revision with each edition to reflect the dynamic changes in this area. In general, the complexity of marketing decision making is being driven by rapid changes in technology that affect how consumers obtain and use information and purchase products. In this revision, we have made a conscious effort to make the book more compact and have reduced the length of the book without sacrificing any important concepts. For example, we have combined two pricing chapters into one complete chapter that includes all of the major pricing concepts important in developing marketing strategy.
We have paid careful attention to enhancing all key concepts in marketing and have built this revision to be current and to reflect important changes in marketing. Our book is a market leader because students find it readable and relevant. Our text reflects the real world of marketing and provides the most comprehensive coverage possible of important marketing topics. Specific details of this extensive revision are available in the transition guide in the Instructor’s Manual . We have also made efforts to improve all teaching ancillaries and student learning tools. PowerPoint presentations continue to be a very popular teaching device, and a special effort has been made to upgrade the PowerPoint program to enhance classroom teaching. The Instructor’s Manual continues to be a valuable tool updated with engaging in-class activities and projects. The authors and publisher have worked together to provide a comprehensive teaching package and ancillaries that are unsurpassed in the marketplace.
The authors have maintained a hands-on approach to teaching this material and revising the text and its ancillaries. This results in an integrated teaching package and approach that is accurate, sound, and successful in reaching students. The outcome of this involvement fosters trust and confidence in the teaching package and in student learning outcomes. Student feedback regarding this textbook is highly favorable.