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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 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. 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 Marketing and 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.
1 Marketing’s Value to Consumers, Firms, and Society2 Marketing Strategy Planning3 Evaluating Opportunities in the Changing Marketing Environment4 Focusing Marketing Strategy with Segmentation and Positioning5 Demographic Dimensions of Global Consumer Markets6 Final Consumers and Their Buying Behavior7 Business and Organizational Customers and Their Buying Behavior8 Improving Decisions with Marketing Information9 Elements of Product Planning for Goods and Services10 Product Management and New-Product Development11 Place and Development of Channel Systems12 Distribution Customer Service and Logistics13 Retailers, Wholesalers, and Their Strategy Planning14 Promotion—Introduction to Integrated Marketing Communications15 Personal Selling and Customer Service16 Advertising, Publicity, and Sales Promotion17 Pricing Objectives and Policies18 Price Setting in the Business World19 Implementing and Controlling Marketing Plans: Evolution and Revolution20 Managing Marketing’s Link with Other Functional Areas21 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A Economics FundamentalsAppendix B Marketing ArithmeticAppendix C Career Planning in Marketing