BASIC MARKETING A Marketing Strategy Planning Approach

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  • Edition: 19th
  • Format: Hardcover
  • Copyright: 2/25/2013
  • Publisher: McGraw-Hill Education

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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: Demographic Dimensions of Global Consumer Markets

Chapter 6: Final Consumers and Their Buying Behavior

Chapter 7: Business and Organizational Customers and Their Buying Behavior

Chapter 8: Improving Decisions with Marketing Information

Chapter 9: Elements of Product Planning for Goods and Services

Chapter 10: Product Management and New-Product Development

Chapter 11: Place and Development of Channel Systems

Chapter 12: Distribution Customer Service and Logistics

Chapter 13: Retailers, Wholesalers, and Their Strategy Planning

Chapter 14: Promotion—Introduction to Integrated Marketing Communications

Chapter 15: Personal Selling and Customer Service

Chapter 16: Advertising, Publicity, and Sales Promotion

Chapter 17: Pricing Objectives and Policies

Chapter 18: Price Setting in the Business World

Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution

Chapter 20: Managing Marketing’s Link with Other Functional Areas

Chapter 21: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A: Economics Fundamentals 

Appendix B: Marketing Arithmetic 

Appendix C: Career Planning in Marketing 

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