Essentials of Marketing

Grade Levels: 9-17
Essentials of Marketing looks at the best of marketing where marketing practices meet target customer needs. This practical, research-based program emphasizes a marketing strategy planning approach to the introductory marketing course. 


Essentials of Marketing (c) 2021 Online Student Edition, 1-year subscription

About the Program

Essentials of Marketing looks at the best of marketing where marketing practices meet target customer needs. This practical, research-based program emphasizes a marketing strategy planning approach to the introductory marketing course. Digital features include SmartBook 2.0, ReadAnywhere mobile app, application-based activities and exercises, EZTest, and Writing Assignment Plus.


Program Components

  • MHE High School Essentials of Marketing
    MHE High School Essentials of Marketing
  • CUS Essentials of Marketing, Print and Digital Student Bundle, 1-year subscription
    CUS Essentials of Marketing, Print and Digital Student Bundle, 1-year subscription
  • CUS Essentials of Marketing, Print and Digital Student Bundle, 6-year subscription
    CUS Essentials of Marketing, Print and Digital Student Bundle, 6-year subscription
  • CUS Essentials of Marketing 1-year Standalone Connect OSE
    CUS Essentials of Marketing 1-year Standalone Connect OSE
  • CUS Essentials of Marketing 6-year Standalone Connect OSE
    CUS Essentials of Marketing 6-year Standalone Connect OSE
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Additional Details & Resources

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

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, including the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, the 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 was a pioneer in the marketing industry. 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. Dr. McCarthy passed away at his home in East Lansing, Michigan in 2015.