Essentials of Marketing A Marketing Strategy Planning Approach

Name: Essentials of Marketing A Marketing Strategy Planning Approach
Price: 29.55 USD
Availability: InStock
ISBN: 9780077216436

ISBN-10: 0077216431

ISBN-13: 9780077216436

Edition: 11th 2008

Authors: William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy, Business Week Magazine

List price: $165.70

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This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of 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. This edition extends the strategy planning approach, integrating concepts tightly with the marketing…

Book details

List price: $165.70
Edition: 11th
Copyright year: 2008
Publisher: McGraw-Hill Higher Education
Publication date: 10/8/2007
Binding: Paperback
Pages: 704
Size: 8.25" wide x 10.50" long x 1.00" tall
Weight: 3.344
Language: English



A Marketing Strategy Planning Approach



Marketing's Value to Consumers, Firms and Society



Marketing Strategy Planning



Focusing Marketing Strategy with Segmentation and Positioning



Evaluating Opportunities in the Changing Marketing Environment



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 and Sales Promotion



Pricing Objectives and Policies



Price Setting in the Business World



Ethical Marketing in Consumer-Oriented Societies


Appraisal and Challenges


Appendices


A. Economics Fundamentals


B. Marketing Arithmetic


C. Career Planning in Marketing