Essentials of Marketing
Edition: 13th 2012
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.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $106.99
Copyright year: 2012
Publisher: McGraw-Hill Education
Publication date: 10/1/2011
Size: 8.75" wide x 11.25" long x 1.00" tall
|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|
|Career Planning in Marketing|