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BASIC MARKETING https://www.mheducation.com/cover-images/Jpeg_400-high/0078028981.jpeg 19 2014 9780078028984 Essentials of Marketing 15th edition (released Feb 2016) is the new edition of Basic Marketing 19th edition. Click to view more on Perreault/Cannon's Essentials of Marketing 15th edition here. Built on a strong foundation, Basic Marketing 19e 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.
09780078028984
BASIC MARKETING

BASIC MARKETING, 19th Edition

ISBN10: 0078028981 | ISBN13: 9780078028984
By William Perreault, Joseph Cannon, E. Jerome McCarthy

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* The estimated amount of time this product will be on the market is based on a number of factors, including faculty input to instructional design and the prior revision cycle and updates to academic research-which typically results in a revision cycle ranging from every two to four years for this product. Pricing subject to change at any time.

Program Details

Essentials of Marketing 15th edition (released Feb 2016) is the new edition of Basic Marketing 19th edition. Click to view more on Perreault/Cannon's Essentials of Marketing 15th edition here. Built on a strong foundation, Basic Marketing 19e 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: 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, Publicity, and Sales Promotion

Chapter 16: Pricing Objectives and Policies

Chapter 17: Price Setting in the Business World

Chapter 18: Implementing and Controlling Marketing Plans: Evolution and Revolution

Chapter 19: Managing Marketing’s Link with Other Functional Areas

Chapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A: Economics Fundamentals 

Appendix B: Marketing Arithmetic 

Appendix C: Career Planning in Marketing 

Connect

By prompting students to engage with key concepts, while continually adapting to their individual needs, Connect activates learning and empowers students to take control resulting in better grades and increased retention rates. Proven online content integrates seamlessly with our adaptive technology, and helps build student confidence outside of the classroom.

SmartBook® 2.0

Available within Connect, SmartBook 2.0 is an adaptive learning solution that provides personalized learning to individual student needs, continually adapting to pinpoint knowledge gaps and focus learning on concepts requiring additional study. SmartBook 2.0 fosters more productive learning, taking the guesswork out of what to study, and helps students better prepare for class. With the ReadAnywhere mobile app, students can now read and complete SmartBook 2.0 assignments both online and off-line. For instructors, SmartBook 2.0 provides more granular control over assignments with content selection now available at the concept level. SmartBook 2.0 also includes advanced reporting features that enable instructors to track student progress with actionable insights that guide teaching strategies and advanced instruction, for a more dynamic class experience.

Your text has great instructor tools, like presentation slides, instructor manuals, test banks and more. Follow the steps below to access your instructor resources or watch the step-by-step video.

  1. To get started, visit connect.mheducation.com to sign in. (If you do not have an account, request one from your McGraw Hill rep. To find your rep, visit Find Your Rep)
  2. Then, under "Find a Title," search by title, author, or subject
  3. Select your desired title, and create a course. (You do not have to create assignments, just a course instance)
  4. Go to your Connect course homepage
  5. In the top navigation, select library to access the title's instructor resources

About the Author

William Perreault

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.


Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Joseph Cannon

Joseph P. Cannon is a Dean's Distinguished Teaching Fellow and Professor of Marketing at Colorado State University. He has taught at many institutions, and he has received several teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, Journal of Marketing Research, and the Journal of the Academy of Marketing Science, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational issues. Dr. Cannon has served on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, and others. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Association’s Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.

E. Jerome McCarthy

E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. After earning a Ph.D. at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators.

Dr. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"—product, place, promotion, and price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm.

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