BN.com Gift Guide

Basic Marketing / Edition 19

Hardcover (Print)
Rent
Rent from BN.com
$56.37
(Save 80%)
Est. Return Date: 02/16/2015
Buy Used
Buy Used from BN.com
$186.78
Used and New from Other Sellers
Used and New from Other Sellers
from $150.69
Usually ships in 1-2 business days
(Save 46%)
Other sellers (Hardcover)
  • All (15) from $150.69   
  • New (8) from $223.42   
  • Used (7) from $150.69   

More About This Textbook

Overview

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.
Read More Show Less

Product Details

  • ISBN-13: 9780078028984
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 3/1/2013
  • Edition description: New Edition
  • Edition number: 19
  • Pages: 784
  • Sales rank: 98,750
  • Product dimensions: 8.80 (w) x 11.00 (h) x 1.20 (d)

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: 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: Implementing and Controlling Marketing Plans: Evolution and Revolution

Chapter 19: Managing Marketing’s Link with Other Functional Areas

Chapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A: Economics Fundamentals 

Appendix B: Marketing Arithmetic 

Appendix C: Career Planning in Marketing 

Read More Show Less

Customer Reviews

Be the first to write a review
( 0 )
Rating Distribution

5 Star

(0)

4 Star

(0)

3 Star

(0)

2 Star

(0)

1 Star

(0)

Your Rating:

Your Name: Create a Pen Name or

Barnes & Noble.com Review Rules

Our reader reviews allow you to share your comments on titles you liked, or didn't, with others. By submitting an online review, you are representing to Barnes & Noble.com that all information contained in your review is original and accurate in all respects, and that the submission of such content by you and the posting of such content by Barnes & Noble.com does not and will not violate the rights of any third party. Please follow the rules below to help ensure that your review can be posted.

Reviews by Our Customers Under the Age of 13

We highly value and respect everyone's opinion concerning the titles we offer. However, we cannot allow persons under the age of 13 to have accounts at BN.com or to post customer reviews. Please see our Terms of Use for more details.

What to exclude from your review:

Please do not write about reviews, commentary, or information posted on the product page. If you see any errors in the information on the product page, please send us an email.

Reviews should not contain any of the following:

  • - HTML tags, profanity, obscenities, vulgarities, or comments that defame anyone
  • - Time-sensitive information such as tour dates, signings, lectures, etc.
  • - Single-word reviews. Other people will read your review to discover why you liked or didn't like the title. Be descriptive.
  • - Comments focusing on the author or that may ruin the ending for others
  • - Phone numbers, addresses, URLs
  • - Pricing and availability information or alternative ordering information
  • - Advertisements or commercial solicitation

Reminder:

  • - By submitting a review, you grant to Barnes & Noble.com and its sublicensees the royalty-free, perpetual, irrevocable right and license to use the review in accordance with the Barnes & Noble.com Terms of Use.
  • - Barnes & Noble.com reserves the right not to post any review -- particularly those that do not follow the terms and conditions of these Rules. Barnes & Noble.com also reserves the right to remove any review at any time without notice.
  • - See Terms of Use for other conditions and disclaimers.
Search for Products You'd Like to Recommend

Recommend other products that relate to your review. Just search for them below and share!

Create a Pen Name

Your Pen Name is your unique identity on BN.com. It will appear on the reviews you write and other website activities. Your Pen Name cannot be edited, changed or deleted once submitted.

 
Your Pen Name can be any combination of alphanumeric characters (plus - and _), and must be at least two characters long.

Continue Anonymously

    If you find inappropriate content, please report it to Barnes & Noble
    Why is this product inappropriate?
    Comments (optional)