Basic Marketing

Name: Basic Marketing
Price: 4.98 USD
Availability: InStock
ISBN: 9780073381053

ISBN-10: 0073381055

ISBN-13: 9780073381053

Edition: 17th 2009

Authors: William D. Perreault, Joseph Cannon, E. Jerome McCarthy

List price: $246.33

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Description:

Basic Marketing 17e builds on the foundation pillars of previous editions ? the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing?s…

Book details

List price: $246.33
Edition: 17th
Copyright year: 2009
Publisher: McGraw-Hill Higher Education
Publication date: 10/16/2008
Binding: Hardcover
Pages: 832
Size: 9.00" wide x 11.50" long x 1.00" tall
Weight: 4.290
Language: English




MarketingG++s Value to Consumers, Firms and Society



Marketing Strategy Planning



Focusing Marketing Strategy with Segmentation and Positioning



Evaluating Opportunities in the Changing Marketing Environment



Demographic Dimensions of Global Consumer Markets



Final Consumers and Their Buying Behavior



Business and Organizational Customer and Their Buying Behavior



Improving Decisions with Marketing Information



Elements of Product Planning for Goods and Services



Product Management and New- Product Development



Place and development of Channel Systems



Distribution Customer Service and Logistics



Retailers, Wholesalers, and Their Strategy Planning



Promotion- Introduction to Integrated Marketing Communications



Personal Selling and Customer Service



Advertising and Sales Promotion



Pricing Objectives and Policies



Price Setting in the Business World



Implementing and Controlling Marketing Plans: Evolution and Revolution



Managing MarketingG++s Link with Other Functional Areas



Developing Innovative Marketing Plans



Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges