Basic Marketing / Edition 19

Basic Marketing / Edition 19

by Jr., William Perreault William, Joseph Cannon, E. Jerome McCarthy
     
 

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 BasicSee more details below

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.

Product Details

ISBN-13:
9780078028984
Publisher:
McGraw-Hill Professional Publishing
Publication date:
03/01/2013
Edition description:
New Edition
Pages:
784
Sales rank:
80,750
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 


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