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Basic Marketing

Basic Marketing - 17th edition

ISBN13: 978-0073381053

Cover of Basic Marketing 17TH 09 (ISBN 978-0073381053)
ISBN13: 978-0073381053
ISBN10: 0073381055
Cover type: Hardback
Edition/Copyright: 17TH 09
Publisher: McGraw-Hill Publishing Company
Published: 2009
International: No

List price: $246.50

Basic Marketing - 17TH 09 edition

ISBN13: 978-0073381053

Perreault, Cannon and McCarthy

ISBN13: 978-0073381053
ISBN10: 0073381055
Cover type: Hardback
Edition/Copyright: 17TH 09
Publisher: McGraw-Hill Publishing Company

Published: 2009
International: No
Summary

Basic Marketing 17e builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic 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.

Over many editions there has been constant change 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.

Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Table of Contents

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. Demographic Dimensions of Global Consumer Markets
6. Final Consumers and Their Buying Behavior
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling and Customer Service
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution
20. Managing Marketing's Link with Other Functional Areas
21. Developing Innovative Marketing Plans
22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges