Essentials of Marketing - Brossura

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

Brossura

ISBN 10: 0077861043 ISBN 13: 9780077861049

Casa editrice: McGraw-Hill Education, 2014

Riassunto

Essentials of Marketing: A Marketing Strategy Planning Approach is about marketing and marketing strategy planning. 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. Instructors and students can trust that this new edition of Essentials of Marketing 14e - and all of the teaching and learning materials that accompany it - will satisfy every instructor and students' 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 has become one of the most widely used business textbooks ever published because it organises the best ideas about marketing so that readers can both understand and apply them. The unifying focus of these ideas is on how to make marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.
Over many editions of 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 updates to the text to reflect marketing's best practices and ideas.
What's unique about Essentials of Marketing?
The four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.

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 online Marketing Plan Coach 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.

The authors emphasise careful integration of special topics. Some textbooks treat “special“ topics―like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organisations, 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 compartmentalisation of ideas.

The comprehensive package of materials gives instructors the flexibility to teach marketing their way - or for the student, the ability to learn 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:

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: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A Economics Fundamentals

Appendix B Marketing Arithmetic

Appendix C Career Planning in Marketing

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2014
• ISBN 10: 0077861043
• ISBN 13: 9780077861049
• Rilegatura: Copertina flessibile
• Numero di pagine: 717