CART

(0) items

Essentials of Marketing,9780078028885
This item qualifies for
FREE SHIPPING!

FREE SHIPPING OVER $59!

Your order must be $59 or more, you must select US Postal Service Shipping as your shipping preference, and the "Group my items into as few shipments as possible" option when you place your order.

Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.

Essentials of Marketing

by ; ;
Edition:
13th
ISBN13:

9780078028885

ISBN10:
0078028884
Format:
Paperback
Pub. Date:
9/20/2011
Publisher(s):
McGraw-Hill/Irwin
List Price: $166.73

Rent Textbook

(Recommended)
 
Term
Due
Price
$30.01

Buy Used Textbook

In Stock Usually Ships in 24 Hours.
U9780078028885
$116.71

Buy New Textbook

Usually Ships in 3-4 Business Days
N9780078028885
$162.56

eTextbook


 
Duration
Price
$106.70
More New and Used
from Private Sellers
Starting at $24.99
See Prices

Questions About This Book?

Why should I rent this book?
Renting is easy, fast, and cheap! Renting from eCampus.com can save you hundreds of dollars compared to the cost of new or used books each semester. At the end of the semester, simply ship the book back to us with a free UPS shipping label! No need to worry about selling it back.
How do rental returns work?
Returning books is as easy as possible. As your rental due date approaches, we will email you several courtesy reminders. When you are ready to return, you can print a free UPS shipping label from our website at any time. Then, just return the book to your UPS driver or any staffed UPS location. You can even use the same box we shipped it in!
What version or edition is this?
This is the 13th edition with a publication date of 9/20/2011.
What is included with this book?
  • 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 CDs, lab manuals, study guides, etc.
  • The Used copy of this book is not guaranteed to inclue any supplemental materials. Typically, only the book itself is included.
  • The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.

Related Products


  • Connect Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
    Connect Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
  • Connect Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
    Connect Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
  • Connect Plus Access Card for Essentials of Marketing
    Connect Plus Access Card for Essentials of Marketing
  • Connect Plus Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
    Connect Plus Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
  • Connect Plus Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
    Connect Plus Marketing with LearnSmart 1 Semester Access Card for Essentials of Marketing
  • Essen Marketing Pkg 1
    Essen Marketing Pkg 1
  • Essentials of Marketing
    Essentials of Marketing
  • ESSENTIALS OF MARKETING (PKG)
    ESSENTIALS OF MARKETING (PKG)
  • Essentials of Marketing (Student Package #1) w/ Applications in Basic Marketing 2004-05
    Essentials of Marketing (Student Package #1) w/ Applications in Basic Marketing 2004-05
  • ESSENTIALS OF MARKETING (TEXT)
    ESSENTIALS OF MARKETING (TEXT)
  • Essentials of Marketing : A Global-Managerial Approach
    Essentials of Marketing : A Global-Managerial Approach
  • Essentials of Marketing : A Marketing Strategy Planning Approach
    Essentials of Marketing : A Marketing Strategy Planning Approach
  • Essentials of Marketing : A Marketing Strategy Planning Approach
    Essentials of Marketing : A Marketing Strategy Planning Approach
  • Essentials of Marketing A Marketing Strategy Planning Approach
    Essentials of Marketing A Marketing Strategy Planning Approach
  • Essentials of Marketing Student Package #1(Text, Student CD, PowerWeb, & Applications in Basic Marketing '02-'03)
    Essentials of Marketing Student Package #1(Text, Student CD, PowerWeb, & Applications in Basic Marketing '02-'03)
  • Essentials of Marketing with Connect Plus
    Essentials of Marketing with Connect Plus
  • Essentials of Marketing, 9/e: Package #1: Text, Student CD, PowerWeb, Apps 2003-2004
    Essentials of Marketing, 9/e: Package #1: Text, Student CD, PowerWeb, Apps 2003-2004
  • Essentials of Marketing, Pkg w/ CD-ROM & Applications in Basic Marketing 2000-2001
    Essentials of Marketing, Pkg w/ CD-ROM & Applications in Basic Marketing 2000-2001
  • ESSENTIALS OF MARKETING, with CD and Applications in Basic Marketing
    ESSENTIALS OF MARKETING, with CD and Applications in Basic Marketing
  • Learning Aid to accompany Essentials of Marketing
    Learning Aid to accompany Essentials of Marketing
  • MP Essentials of Marketing w/ Student CD-ROM & Apps 2005
    MP Essentials of Marketing w/ Student CD-ROM & Apps 2005
  • Outlines and Highlights for Essentials of Marketing by William D Perreault Jr , Isbn : 9780073404813
    Outlines and Highlights for Essentials of Marketing by William D Perreault Jr , Isbn : 9780073404813
  • Premium Content Card for Essentials of Marketing
    Premium Content Card for Essentials of Marketing




Summary

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 Marketing13e 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 approachfor 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 Marketingand 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 strengthor 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. Essentials of Marketingteaches students analytical abilities and how-to-do-it skillsthat prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and "how-to-do-it" techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coachon the text website helps students see how to create marketing plans. Taken together, these items speed the development of "marketing sense" and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work. As opposed to many other marketing text books, the authors emphasize careful integration of special topics.Some textbooks treat "special" topicslike relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketingin separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas. The comprehensive package of materials gives instructors the flexibilityto teach marketing their way- or for the student, the ability to learn marketing their way.

Table of Contents

Chapter 1: Marketing's Value to Customers, 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: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A - Economics Fundamentals

Appendix B - Marketing Arithmetic

Appendix C - Career Planning in Marketing



Please wait while the item is added to your cart...