Marketing Concepts & Strategies, Twelfth Edition continues to be the resource of choice for instructors. Combining contemporary coverage of marketing strategies and concepts with real-world examples, this text and its outstanding suite of supplements supply students with the knowledge and decision making skills. They will need to succeed in today’s competitive business environment.Topical issues including customer relationship management, supply chain management, the latest ecommerce models and the current reevaluation of dotcoms are just a few examples the author use to connect marketing to student’s personal lives. The latest edition also features a new design and additional photos, providing a fresh contemporary look and feel to the text.
Bill Pride is Professor of Marketing at Texas A & M University where he specializes in marketing communications, strategic marketing planning and business marketing education.
O.C. Ferrell is a Professor of Marketing and Creative Enterprise Scholar at the Anderson Schools of Management, University of New Mexico. He recently served as the Bill Daniels distinguished Professor of Business Ethics at the University of Wyoming and previously as Chair of Colorado State University marketing Department. He has also been on the faculties of University of Memphis, Texas A& M University and Illinois State University. He received his Ph.D in marketing from Louisiana State University. His academic research focuses o ethical decisionmaking, stakeholder relationships and social responsibility.