|Author:||Perreault, William D., Jr.|
|Author:||McCarthy, E. Jerome|
|Publish Date:||Sep 2011|
|Number of Pages:||640|
|Shipping Weight (in pounds):||3.2|
|Product in Inches (L x W x H):||8.4 x 0.9 x 10.8|
|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|
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 of Essentials of Marketing 13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.
Building on Pioneering Strengths
This 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 of Basic Marketing and Essentials 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 about Essentials 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.
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