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Essentials of Marketing : A Marketing Strategy Planning Approach by Joseph P. Cannon, William D. Perreault Jr. and E. Jerome McCarthy (2007, Hardcover)

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About this product

Product Identifiers

PublisherMcGraw-Hill Higher Education

ISBN-100077216431

ISBN-139780077216436

eBay Product ID (ePID)102936048

Product Key Features

Number of Pages704 Pages

Publication NameEssentials of Marketing : a Marketing Strategy Planning Approach

LanguageEnglish

Publication Year2007

SubjectMarketing / General

TypeTextbook

AuthorJoseph P. Cannon, William D. Perreault Jr., E. Jerome Mccarthy

Subject AreaBusiness & Economics

FormatHardcover

Dimensions

Item Height1 in

Item Weight3.4 Oz

Item Length10.8 in

Item Width8.4 in

Additional Product Features

Edition Number11

Intended AudienceCollege Audience

Dewey Edition23

IllustratedYes

Dewey Decimal658.8

Table Of Content1. 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. Final Consumers and Their Buying Behavior 6. Business and Organizational Customers and Their Buying Behavior 7. Improving Decisions with Marketing Information 8. Elements of Product Planning for Goods and Services 9. Product Management and New- Product Development 10. Place and Development of Channel Systems 11. Distribution Customer Service and Logistics 12. Retailers, Wholesalers, and Their Strategy Planning 13. Promotion- Introduction to Integrated Marketing Communications 14. Personal Selling and Customer Service 15. Advertising and Sales Promotion 16. Pricing Objectives and Policies 17. Price Setting in the Business World 18. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges Appendices: A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing

SynopsisContains strategy planning approach, integrating concepts with the marketing strategy planning model. This book reflects marketing's best practices and ideas., This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of 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. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.