Basic Marketing / Edition 19

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More About This Textbook


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.

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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: 49,513
  • 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 SocietyChapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing EnvironmentChapter 4: Focusing Marketing Strategy with Segmentation and PositioningChapter 5: Final Consumers and Their Buying BehaviorChapter 6: Business and Organizational Customers and Their Buying BehaviorChapter 7: Improving Decisions with Marketing InformationChapter 8: Elements of Product Planning for Goods and ServicesChapter 9: Product Management and New-Product DevelopmentChapter 10: Place and Development of Channel SystemsChapter 11: Distribution Customer Service and LogisticsChapter 12: Retailers, Wholesalers, and Their Strategy PlanningChapter 13: Promotion—Introduction to Integrated Marketing CommunicationsChapter 14: Personal Selling and Customer ServiceChapter 15: Advertising, Publicity, and Sales PromotionChapter 16: Pricing Objectives and PoliciesChapter 17: Price Setting in the Business WorldChapter 18: Implementing and Controlling Marketing Plans: Evolution and RevolutionChapter 19: Managing Marketing’s Link with Other Functional AreasChapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing

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