Essentials of Marketing https://www.mheducation.com/cover-images/Jpeg_400-high/126040532X.jpeg 16 9781260405323 Essentials of Marketing pioneered an innovative structure—using the "Four Ps" framework first introduced by Jerome McCarthy-with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical "how-to" techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like services, international marketing, big data, social media, ethics, and more are integrated throughout the text. Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.
Essentials of Marketing

Essentials of Marketing

16th Edition
By William Perreault, Jr. and Joseph Cannon and E. Jerome McCarthy
ISBN10: 126040532X
ISBN13: 9781260405323
Copyright: 2019
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09781260405323

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ISBN10: 1260158284 | ISBN13: 9781260158281

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ISBN10: 126040532X | ISBN13: 9781260405323

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ISBN10: 125992405X | ISBN13: 9781259924057

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ISBN10: 1260574563 | ISBN13: 9781260574562

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ISBN10: 1260367630 | ISBN13: 9781260367638

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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

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: Promotion Using Earned Media, Owned Media, and Social Media 
17. Pricing Objectives and Policies 
18. Price Setting in the Business World 
19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges 
Appendix A Economics Fundamentals 
Appendix B Marketing Arithmetic 
Appendix C Career Planning in Marketing 
Appendix D Hillside Veterinary Clinic Marketing Plan