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Essentials of Marketing

ISBN-10: 0078028884
ISBN-13: 9780078028885
Edition: 13th 2012
List price: $106.99 Buy it from $3.92
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Description: This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in  More...

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Book details

List price: $106.99
Edition: 13th
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 10/1/2011
Binding: Paperback
Pages: 728
Size: 8.75" wide x 11.25" long x 1.00" tall
Weight: 3.498
Language: English

This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition ofEssentials of Marketing13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.Building on Pioneering StrengthsThis author team pioneered an innovative structure— using the “four Ps” with a managerial approach—for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.Over many editions ofBasic MarketingandEssentials of Marketing, there have been constant changes 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 best practices and ideas.What's different aboutEssentials of Marketing?The success of this franchise is not the result of a single strength—or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.Essentials of Marketingteaches studentsanalytical abilities and how-to-do-it skillsthat prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and “how-to-do-it” techniques that relate to our overall framework for marketing strategy planning. Similarly, theMarketing Plan Coachon the text website helps students see how to create marketing plans. Taken together, these items speed the development of “marketing sense” and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.As opposed to many other marketing text books, the authors emphasize carefulintegration of special topics.Some textbooks treat “special” topics—like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing—in separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.The comprehensive package of materials gives instructors theflexibilitytoteach marketing their way- or for the student, the ability tolearn marketing their way.

Marketing's Value to Customers, Firms, and Society
Marketing Strategy Planning
Evaluating Opportunities in the Changing Marketing Environment
Focusing Marketing Strategy with Segmentation and Positioning
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
Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Economics Fundamentals
Marketing Arithmetic
Career Planning in Marketing

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