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Basic Marketing

by ; ;
Edition:
18th
ISBN13:

9780073529950

ISBN10:
0073529958
Format:
Hardcover
Pub. Date:
10/19/2010
Publisher(s):
McGraw-Hill/Irwin
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Summary

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
Economics Fundamentals
Marketing Arithmetic
Career Planning in Marketing
Table of Contents provided by Publisher. All Rights Reserved.


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