Essentials of Marketing - Brossura

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

Brossura

ISBN 10: 0073404810 ISBN 13: 9780073404813

Casa editrice: McGraw-Hill Education, 2009

Riassunto

This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Your customers can trust that this new edition of Essentials of Marketing 12e– and all of the other teaching and learning materials that accompany it – will satisfy your customers’ needs.

Building on Pioneering Strengths
This author team pioneered an innovative structure― using the “four Ps” with a managerial approach―for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs. Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes 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.

What’s different about Basic Marketing?
The success of this franchise is not the result of a single strength―or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s four Ps framework, managerial orientation, and strategy planning focus have proved to be foundation pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.
1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and “how-to-do-it” techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coach on the Student CD and the text website helps students see how to create marketing plans. Taken together, these items speed the development of “marketing sense” and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
2. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat “special” topics―like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing―in separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
3. The comprehensive package of materials gives your customer the flexibility to teach marketing their way– or for the student, the ability to earn marketing their way.

Su questo libro

L'autore:

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

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 Customer 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

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2009
• ISBN 10: 0073404810
• ISBN 13: 9780073404813
• Rilegatura: Copertina flessibile
• Numero di pagine: 691