Basic Marketing w/ Student CD, PowerWeb, & Apps Manual [2004-05] (Student Package #1)

by Perreault, William D.

• ISBN13: 9780072983807
• ISBN10: 0072983809
• Edition: 15th
• Format: Hardcover
• Copyright: 2004-06-30
• Publisher: McGraw-Hill/Irwin

Summary

The 15th Edition of Basic Marketing by Perreault and McCarthy builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. Over many editions there has 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. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing.At the crux of Basic Marketing by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples - all of which have been carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services. Another key advantage of Basic Marketing is author Bill Perreault himself. Where most principles of marketing texts rely on a host of separate supplement authors, Perreault is the highly involved with or creator of every item in the carefully integrated, robust package. This unique involvement ensures quality, accuracy, and reliability.

Table of Contents

1. Marketings Value to Consumers, Firms and Society

2. Marketing Strategy Planning

3. Focusing Marketing Strategy with Segmentation and Positioning

4. Evaluating Opportunities in the Changing Marketing Environment

5. Demographic Dimensions of Global Consumer Markets

6. Behavioral Dimensions of the Consumer Market

7. Business and Organizational Customer 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

16. Advertising 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 Marketings Link with Other Functional Areas

21. Developing Innovative Marketing Plans

22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:

A. Economics Fundamentals

B. Marketing Arithmetic

C. Career Planning in Marketing