The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.
The Used, Rental and eBook copies of this book are not guaranteed to include any supplemental materials. Typically, only the book itself is included. This is true even if the title states it includes any access cards, study guides, lab manuals, CDs, etc.
Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent “best practices,” and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
Table of Contents
Chapter 1: Marketing’s Value to Consumers, Firms, and Society
Chapter 2: Marketing Strategy Planning
Chapter 3: Evaluating Opportunities in the Changing Marketing Environment
Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5: Final Consumers and Their Buying Behavior
Chapter 6: Business and Organizational Customers and Their Buying Behavior
Chapter 7: Improving Decisions with Marketing Information
Chapter 8: Elements of Product Planning for Goods and Services
Chapter 9: Product Management and New-Product Development
Chapter 10: Place and Development of Channel Systems
Chapter 11: Distribution Customer Service and Logistics
Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
Chapter 13: Promotion—Introduction to Integrated Marketing Communications
Chapter 14: Personal Selling and Customer Service
Chapter 15: Advertising, Publicity, and Sales Promotion
Chapter 16: Pricing Objectives and Policies
Chapter 17: Price Setting in the Business World
Chapter 18: Implementing and Controlling Marketing Plans: Evolution and Revolution
Chapter 19: Managing Marketing’s Link with Other Functional Areas
Chapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges