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Essentials of Marketing by Joseph P. Cannon and William D. Perreault

ISBN10: 1266728376 | ISBN13: 9781266728372

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ISBN10: 1266728376 | ISBN13: 9781266728372
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ISBN10: 1266838872 | ISBN13: 9781266838873

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Product Information

Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through:

• Active Learning: SmartBook, Video Cases, and Application-Based Activities foster critical thinking in real-world scenarios.

• Purpose Orientation: Emphasizes an organization's broader value creation beyond profit, benefiting stakeholders.

• Visual Enhancement: Hundreds of additional images and exhibits integrated into Connect Interactive exercises and PowerPoint slides for enriched learning.

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1. Marketing's Value to Consumers, Firms, and Society

2. Marketing Strategy Planning

3. Evaluating Opportunities in the Changing Market Environment

4. Focusing Marketing Strategy with Segmentation and Positioning

5. Final Consumers and Their Buying Behavior

6. Business and Organizational Customers and Their Buying Behavior

7. Improving Decisions with Marketing Information

8. Elements of Product Planning for Goods and Services

9. Product Management and New-Product Development

10. Place and Development of Channel Systems

11. Distribution Customer Service and Logistics

12. Retailers, Wholesalers, and Their Strategy Planning

13. Promotion—Introduction to Integrated Marketing Communications

14. Personal Selling and Customer Service

15. Advertising and Sales Promotion

16. Publicity

17. Pricing Objectives and Policies

18. Price Setting in the Business World

19. Ethical Marketing in a Consumer-Oriented World

About the Author

Joseph P. Cannon

Joseph P. Cannon is Dean’s Distinguished Teaching Fellow and professor of marketing at Colorado State University. He has also taught at the University of North Carolina, Emory University, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), Thammasat University (Bangkok, Thailand), and the University of Ljubljana (Slovenia). He has received many 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, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, Journal of Public Policy and Marketing, Antitrust Bulletin, and the Academy of Management Review, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational topics. He has also written numerous teaching cases. Dr. Cannon serves (or served) on the editorial review boards of the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, and Journal of Marketing Education. 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.

William D. Perreault

William D. Perreault Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. Dr. Perreault 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, which honors career impact on marketing research. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals. 

The Decision Sciences Institute has recognized Dr. Perreault for innovations in marketing education, and at UNC he has received several awards for teaching excellence. He is also the author of Basic Marketing and The Marketing Game! 

Dr. Perreault is a past president of the American Marketing Association Academic Council, served as chair of an advisory committee to the U.S. Census Bureau, and served as a trustee of the Marketing Science Institute. He has also worked as a consultant to organizations that range from GE and IBM to the Federal Trade Commission.

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