BASIC MARKETING A Marketing Strategy Planning Approach
ISBN: 9780078028984 | 0078028981
Edition: 19thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 2/25/2013
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Built on a strong foundation, Basic Marketing 19e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent “best practices,” and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
Chapter 1: Marketing’s Value to Consumers, 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: Demographic Dimensions of Global Consumer Markets
Chapter 6: Final Consumers and Their Buying Behavior
Chapter 7: Business and Organizational Customers and Their Buying Behavior
Chapter 8: Improving Decisions with Mark... MORE
Chapter 9: Elements of Product Planning for Goods and Services
Chapter 10: Product Management and New-Product Development
Chapter 11: Place and Development of Channel Systems
Chapter 12: Distribution Customer Service and Logistics
Chapter 13: Retailers, Wholesalers, and Their Strategy Planning
Chapter 14: Promotion—Introduction to Integrated Marketing Communications
Chapter 15: Personal Selling and Customer Service
Chapter 16: Advertising, Publicity, and Sales Promotion
Chapter 17: Pricing Objectives and Policies
Chapter 18: Price Setting in the Business World
Chapter 19: Implementing and Controlling Marketing Plans: Evolution and Revolution
Chapter 20: Managing Marketing’s Link with Other Functional Areas
Chapter 21: 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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