Essentials of Marketing (Int'l Ed)
Lingua: inglese
Editore: McGraw-Hill/Irwin, 2014
- Brossura
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Da: Phatpocket Limited, Waltham Abbey, HERTS, Regno UnitoPhatpocket Limited
Venditore AbeBooks dal 28 aprile 2005
Condizione: Usato - Buono
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Aggiungi al carrelloDescrizione dell’articolo da parte del venditore
Your purchase helps support Sri Lankan Children's Charity 'The Rainbow Centre'. Ex-library, so some stamps and wear, but in good overall condition. Our donations to The Rainbow Centre have helped provide an education and a safe haven to hundreds of children who live in appalling conditions.
Codice articolo Z1-C-005-02925
- Titolo
- Essentials of Marketing (Int'l Ed)
- Autore
- Perreault, Jr., William
- Editore
- McGraw-Hill/Irwin
- Anno di pubblicazione
- 2014
- Condizione
- Good
- Rilegatura
- Brossura
- Lingua
- inglese
- ISBN 10
- 1259251632
- ISBN 13
- 9781259251634
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 organizes 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.
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 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.
2. 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 instructors the flexibility to teach marketing their way– or for the student, the ability to learn marketing their way.
"Riassunto" può appartenere a un’altra edizione di questo titolo.
Informazioni sull’autore
Joseph P. Cannon is a Deans Distinguished Teaching Fellow and professor of marketing at Colorado State University. He has also taught at the University of North Carolina, Emory University, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), and Thammasat University (Bangkok, Thailand). He has received several teaching awards and the N. Preston Davis Award for Instructional Innovation.Dr. Cannons research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, Journal of Public Policy and Marketing, Antitrust Bulletin, and the Academy of Management Review, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational issues. He has also written numerous teaching cases. Dr. Cannon has served on the editorial review boards of the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, and Journal of Marketing Education. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Associations Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.
Marketing lost one of its pioneers when E. Jerome Jerry McCarthy passed away at his home in East Lansing, Michigan in 2015.After earning a Ph.D. at the University of Minnesota, McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard, an experience that focused on how to make marketing management practice more rigorous and shaped his thoughts on the needs of students and educators. Jerry spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. Jerry received the AMAs Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators.Jerry was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. These books changed the way marketing was taught by taking a managerial point of view. He also introduced a marketing strategy planning framework, organizing marketing decisions around the 4Psproduct, place, promotion, and price. As these approaches became the standard in other texts, McCarthy continued to innovate, including new materials in the digital realm. Todays marketing instructors owe a great debt to this innovative pioneer.
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Phatpocket Limited
Waltham Abbey, HERTS, Regno Unito
Venditore AbeBooks dal 28 aprile 2005
Tariffe di spedizione da Regno Unito a U.S.A.
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Phatpocket Limited is a world class secondhand bookstore located in the Hertfordshire countryside in the United Kingdom. We specialize in textbooks across an enormous variety of subjects. We aim to provide a low cost source of high quality textbooks to the academic community. We also have a sizable collection of rare and collectible books. We are dedicated to providing our customers with the highest standard of customer service in the bookselling business.Phatpocket Limited is registered in England and Wales: No. 04924751.…
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