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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 topic 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.
作者簡介
William Perreault
現職：University of North Carolina
Jr., Joseph Cannon
現職：Colorado State University
E. Jerome McCarthy
現職：Michigan State University
Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising, Publicity, and Sales Promotion
Ch16 Pricing Objectives and Policies
Ch17 Price Setting in the Business World
Ch18 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A Economics Fundamentals
Appendix B Marketing Arithmetic
Appendix C Career Planning in Marketing
