Essentials of Marketing : A Marketing Strategy Planning Approach

by Perreault, William D., Jr.; Cannon, Joseph P., Ph.D.; McCarthy, E. Jerome

• ISBN13: 9780077216436
• ISBN10: 0077216431
• Edition: 11th
• Format: Paperback
• Copyright: 2007-10-08
• Publisher: McGraw-Hill/Irwin

Summary

This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of Marketing has 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. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Table of Contents

A Marketing Strategy Planning Approach

Marketing's Value to Consumers, Firms and Society

Marketing Strategy Planning

Focusing Marketing Strategy with Segmentation and Positioning

Evaluating Opportunities in the Changing Marketing Environment

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 and Sales Promotion

Pricing Objectives and Policies

Price Setting in the Business World

Ethical Marketing in Consumer-Oriented Societies

Appraisal and Challenges

Appendices

A. Economics Fundamentals

B. Marketing Arithmetic

C. Career Planning in Marketing

Table of Contents provided by Publisher. All Rights Reserved.