RENT TEXTBOOKS

Essentials of Marketing

by: Perreault, Jr., William; Cannon, Joseph; McCarthy, E. Jerome

ISBN: 9780078028885 | 0078028884

Edition: 13th
Format: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 9/20/2011

Why Rent from Knetbooks?

Because Knetbooks knows college students. Our rental program is designed to save you time and money. Whether you need a textbook for a semester, quarter or even a summer session, we have an option for you. Simply select a rental period, enter your information and your book will be on its way!

Top 5 reasons to order all your textbooks from Knetbooks:

We have the lowest prices on thousands of popular textbooks
Free shipping both ways on ALL orders
Most orders ship within 48 hours
Need your book longer than expected? Extending your rental is simple
Our customer support team is always here to help

Summary Table of Contents

This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing13e and all of the other teaching and learning materials that accompany it will satisfy every instructor and students' needs. Building on Pioneering Strengths This author team pioneered an inn... MOREovative structure using the "four Ps" with a managerial approachfor the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs. Over many editions of Basic Marketingand Essentials of Marketing, there have been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing's best practices and ideas. What's different about Essentials of Marketing? The success of this franchise is not the result of a single strengthor one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text's 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. Essentials of Marketingteaches students analytical abilities and how-to-do-it skillsthat 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 Marketing Plan Coachon the text website 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. As opposed to many other marketing text books, the authors emphasize careful integration of special topics.Some textbooks treat "special" topicslike relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketingin separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas. The comprehensive package of materials gives instructors the flexibilityto teach marketing their way- or for the student, the ability to learn marketing their way.