Basic Marketing

Name: Basic Marketing
Price: 8.19 USD
Availability: InStock
ISBN: 9780073529950

ISBN-10: 0073529958

ISBN-13: 9780073529950

Edition: 18th 2011

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

List price: $117.99

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Description:

Basic Marketing 18/e 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.

Book details

List price: $117.99
Edition: 18th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 11/1/2010
Binding: Hardcover
Pages: 832
Size: 9.00" wide x 11.50" long x 1.25" tall
Weight: 4.290
Language: English




Marketing’s Value to Consumers, Firms, and Society



Marketing Strategy Planning



Evaluating Opportunities in the Changing Marketing Environment



Focusing Marketing Strategy with Segmentation and Positioning



Demographic Dimensions of Global Consumer Markets



Final Consumers and Their Buying Behavior



Business and Organizational Customers 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, Publicity, and Sales Promotion



Pricing Objectives and Policies



Price Setting in the Business World



Implementing and Controlling Marketing Plans: Evolution and Revolution



Managing Marketing’s Link with Other Functional Areas



Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges



Economics Fundamentals



Marketing Arithmetic



Career Planning in Marketing