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Essentials of Marketing ISE

Autor Joseph Cannon, William Perreault, E. Jerome McCarthy
en Limba Engleză Paperback – 17 mar 2023
Essentials of Marketing Is Designed to Satisfy Your Needs. 
Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through: 
• Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.  
• Purpose and purpose orientation. Reviewing an organization’s reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.  
• Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde’s episodes on the McGraw-Hill podcast, Marketing Insights. 
• Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning. 
• Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides. 
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Specificații

ISBN-13: 9781266124983
ISBN-10: 1266124985
Dimensiuni: 218 x 277 x 36 mm
Greutate: 1.47 kg
Ediția:18
Editura: McGraw Hill Education
Colecția McGraw-Hill
Locul publicării:United States

Cuprins

Chapter 1: Marketing's Value to Consumers, Firms, and Society 
Chapter 2: Marketing Strategy Planning 
Chapter 3: Evaluating Opportunities in the Changing Market 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 and Sales Promotion 
Chapter 16: Publicity 
Chapter 17: Pricing Objectives and Policies 
Chapter 18: Price Setting in the Business World 
Chapter 19: Ethical Marketing in a Consumer-Oriented World 

 


Descriere

Essentials of Marketing Is Designed to Satisfy Your Needs. 
Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through: 
• Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.  
• Purpose and purpose orientation. Reviewing an organization’s reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.  
• Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde’s episodes on the McGraw-Hill podcast, Marketing Insights. 
• Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning. 
• Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides. 


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