Essentials of Marketing

Name: Essentials of Marketing
Price: 5.36 USD
Availability: InStock
ISBN: 9780078028885

ISBN-10: 0078028884

ISBN-13: 9780078028885

Edition: 13th 2012

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

List price: $106.99

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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 practicing what they preach. Instructors and students can trust that this new edition ofEssentials of Marketing13eâ and all of the other teaching and learning materials that accompany it â will satisfy every instructor and studentsâ needs.Building on Pioneering StrengthsThis author team pioneered an innovative structureâ using the âfour Psâ with a managerial approachâfor 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 marketingâs best practices and ideas.What's different aboutEssentials of Marketing?The success of this franchise is not the result of a single strengthâor one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The textâs 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 âhow-to-do-itâ 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 âmarketing senseâ 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 âspecialâ topicsâlike relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketingâin 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.

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: 3.190
Language: English




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