Essentials of Marketing with Student CD - Brossura

Perreault, Jr., William D.; Cannon, Joseph P.; Mccarthy, E. Jerome

Brossura

ISBN 10: 0071284605 ISBN 13: 9780071284608

Casa editrice: McGraw-Hill Higher Education, 2008

Riassunto

This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of 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. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Su questo libro

Contenuti

1. Marketing's 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. Final Consumers and Their Buying Behavior
6. Business and Organizational Customers and Their Buying Behavior
7. Improving Decisions with Marketing Information
8. Elements of Product Planning for Goods and Services
9. Product Management and New- Product Development
10. Place and Development of Channel Systems
11. Distribution Customer Service and Logistics
12. Retailers, Wholesalers, and Their Strategy Planning
13. Promotion- Introduction to Integrated Marketing Communications
14. Personal Selling and Customer Service
15. Advertising and Sales Promotion
16. Pricing Objectives and Policies
17. Price Setting in the Business World
18. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Appendices:
A. Economics Fundamentals
B. Marketing Arithmetic
C. Career Planning in Marketing

Product Description

Testo edito dalla casa editrice McGraw-Hill Higher Education. Autore: Perreault, Jr., William D.

Dettagli dell'edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2008
• Lingua: Inglese
• ISBN 10: 0071284605
• ISBN 13: 9780071284608
• Rilegatura: Copertina flessibile
• Contatto del produttore: non disponibile
• Persona responsabile: Ufficio Anagrafiche Messaggerie; 0039 0245774342; ufficio.anagrafiche@meli.it; ; Via Verdi, 8.; Assago Milano; 20090; Italia