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This is the 18th edition with a publication date of 10/19/2010.
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Overview: Basic Marketing 18e builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus ofBasic Marketinghas 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. Over many editions there has been constant change 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. Throughout all of these changes,Basic Marketingand the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
Table of Contents
|Marketing’s Value to Consumers, Firms, and Society|
|Marketing Strategy Planning|
|Evaluating Opportunities in the Changing Marketing Environment|
|Focusing Marketing Strategy with Segmentation and Positioning|
|Demographic Dimensions of Global Consumer Markets|
|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|
|Implementing and Controlling Marketing Plans: Evolution and Revolution|
|Managing Marketing’s Link with Other Functional Areas|
|Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges|
|Career Planning in Marketing|
|Table of Contents provided by Publisher. All Rights Reserved.|