Basic Marketing

ISBN-10: 0073529958
ISBN-13: 9780073529950
Edition: 18th 2011
List price: $117.99 Buy it from $4.63
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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  More...

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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

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.

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

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