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Essentials of Marketing

Essentials of Marketing - 13th edition

ISBN13: 978-0078028885

Cover of Essentials of Marketing 13TH 12 (ISBN 978-0078028885)
ISBN13: 978-0078028885
ISBN10: 0078028884
Cover type: Paperback
Edition/Copyright: 13TH 12
Publisher: Richard D. Irwin, Inc.
Published: 2012
International: No

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Essentials of Marketing - 13TH 12 edition

ISBN13: 978-0078028885

William D. Perreault

ISBN13: 978-0078028885
ISBN10: 0078028884
Cover type: Paperback
Edition/Copyright: 13TH 12
Publisher: Richard D. Irwin, Inc.

Published: 2012
International: No
Summary

This book 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 ofEssentials of Marketing13e- and all of the other 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 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 ofBasic MarketingandEssentials 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 aboutEssentials of 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 proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the tex

Table of Contents

Table of Contents Chapter 1: Marketing's Value to Customers, 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

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