Essentials of Marketing: A Marketing Strategy Planning Approach

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

ISBN 10: 1259573532 ISBN 13: 9781259573538

Casa editrice: McGraw-Hill College, 2016

Riassunto

Marketing's pillar "Four Ps" framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach. 

Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical how-to techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.

Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, an updated Hillside Veterinary Clinic marketing plan, and completely updated instructor supplements.  

Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:

SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.

Dettagli dell'edizione

• Editore: McGraw-Hill College
• Data di pubblicazione: 2016
• Lingua: Inglese
• ISBN 10: 1259573532
• ISBN 13: 9781259573538
• Rilegatura: A fogli intercambiabili
• Numero di pagine: 752
• Contatto del produttore: non disponibile
• Persona responsabile: Ufficio Anagrafiche Messaggerie; 0039 0245774342; ufficio.anagrafiche@meli.it; ; Via Verdi, 8.; Assago Milano; 20090; Italia