Essentials of Marketing 17 9781260260373 Perreault's Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and 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. There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones. The many dramatic changes in the market environment and marketing strategy are reflected throughout the print, digital and supplemental package. Additionally, each revision of Essentials of Marketing has a few key themes that we incorporate based on the needs of the market and reviewer feedback. In 17e, we have incorporated (1) NEW marketing for a better world (#M4BW), (2) marketing analytics, (3) active learning, and (4) currency. The following page provides a brief overview of these themes: SupportAtEveryStep.
Essentials of Marketing

Essentials of Marketing

17th Edition
By William Perreault and Joseph Cannon and E. Jerome McCarthy
ISBN10: 1260260372
ISBN13: 9781260260373
Copyright: 2021
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ISBN10: 1260260372 | ISBN13: 9781260260373



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ISBN10: 1264024061 | ISBN13: 9781264024063




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ISBN10: 1260736830 | ISBN13: 9781260736830

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Program Details

Chapter One: Marketing’s Value to Consumers, Firms, and Society 
Chapter Two: Marketing Strategy Planning  
Chapter Three: Evaluating Opportunities in the Changing Market Environment   
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning   
Chapter Five: Final Consumers and Their Buying Behavior   
Chapter Six: Business and Organizational Customers and Their Buying Behavior   
Chapter Seven: Improving Decisions with Marketing Information   
Chapter Eight: Elements of Product Planning for Goods and Services  
Chapter Nine: Product Management and New-Product Development   
Chapter Ten: Place and Development of Channel Systems   
Chapter Eleven: Distribution Customer Service and Logistics   
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning   
Chapter Thirteen: Promotion—Introduction to Integrated Marketing Communications   
Chapter Fourteen: Personal Selling and Customer Service   
Chapter Fifteen: Advertising and Sales Promotion   
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media   
Chapter Seventeen: Pricing Objectives and Policies  
Chapter Eighteen: Price Setting in the Business World 
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges