Essentials of marketing : a marketing strategy planning approach
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Bibliographic Information
Essentials of marketing : a marketing strategy planning approach
McGraw Hill, c2024
18th ed., international student ed
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Note
"This international student edition is for use outside the U.S."--Cover
Includes bibliographical references and indexes
Description and Table of Contents
Description
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.
Table of Contents
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
by "Nielsen BookData"