CART

(0) items

Loose Leaf Basic Marketing,9780077473631
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.

Loose Leaf Basic Marketing

by ; ;
Edition:
18th
ISBN13:

9780077473631

ISBN10:
0077473639
Format:
Looseleaf
Pub. Date:
10/15/2010
Publisher(s):
McGraw-Hill/Irwin
List Price: $196.43

Buy Used Textbook

(Recommended)
In Stock Usually Ships in 24 Hours
U9780077473631
$137.50

Rent Textbook

We're Sorry
Sold Out

eTextbook

We're Sorry
Not Available

New Textbook

We're Sorry
Sold Out

More New and Used
from Private Sellers
Starting at $13.60
See Prices

Questions About This Book?

What version or edition is this?
This is the 18th edition with a publication date of 10/15/2010.
What is included with this book?
  • The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.

Related Products


  • Combo: Loose Leaf Basic Marketing with Connect Plus
    Combo: Loose Leaf Basic Marketing with Connect Plus
  • Connect Marketing Plus Access Card for Basic Marketing
    Connect Marketing Plus Access Card for Basic Marketing
  • Connect Plus Marketing 1 Semester Access Card for Basic Marketing
    Connect Plus Marketing 1 Semester Access Card for Basic Marketing
  • LOOSE LEAF FOR BASIC MARKETING
    LOOSE LEAF FOR BASIC MARKETING
  • Loose-Leaf: Basic Marketing with Practice Marketing Access Cards
    Loose-Leaf: Basic Marketing with Practice Marketing Access Cards




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 of Basic 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

1 Marketing’s Value to Consumers, Firms, and Society

2 Marketing Strategy Planning

3 Evaluating Opportunities in the Changing Marketing Environment

4 Focusing Marketing Strategy with Segmentation and Positioning

5 Demographic Dimensions of Global Consumer Markets

6 Final Consumers and Their Buying Behavior

7 Business and Organizational Customers and Their Buying Behavior

8 Improving Decisions with Marketing Information

9 Elements of Product Planning for Goods and Services

10 Product Management and New-Product Development

11 Place and Development of Channel Systems

12 Distribution Customer Service and Logistics

13 Retailers, Wholesalers, and Their Strategy Planning

14 Promotion—Introduction to Integrated Marketing Communications

15 Personal Selling and Customer Service

16 Advertising, Publicity, and Sales Promotion

17 Pricing Objectives and Policies

18 Price Setting in the Business World

19 Implementing and Controlling Marketing Plans: Evolution and Revolution

20 Managing Marketing’s Link with Other Functional Areas

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



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