Essentials of Marketing

3.61 avg rating
( 59 ratings by GoodReads )
 
9780078028885: Essentials of Marketing

This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 13e– and all of the other teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.

Building on Pioneering Strengths

This author team pioneered an innovative structure? using the “four Ps” with a managerial approach?for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.

Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas.

What's different about Essentials of Marketing?

The success of this franchise is not the result of a single strength?or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.

  1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and “how-to-do-it” techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coach on the text website helps students see how to create marketing plans. Taken together, these items speed the development of “marketing sense” and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
  2. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat “special” topics?like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing?in separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
  3. The comprehensive package of materials gives instructors the flexibility to teach marketing their way- or for the student, the ability to learn marketing their way.

"synopsis" may belong to another edition of this title.

About the Author:

Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.

Teaches at the Universities of Oregon, Notre Dame, and Michigan State.

About the Author:

Perreault, Jr., William D Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.

"About this title" may belong to another edition of this title.

Top Search Results from the AbeBooks Marketplace

1.

E. Jerome McCarthy; Joseph P. Cannon; William D. Perreault Jr.
Published by McGraw-Hill Education (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
Seller
Irish Booksellers
(Rumford, ME, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education, 2011. Paperback. Book Condition: New. book. Bookseller Inventory # 0078028884

More Information About This Seller | Ask Bookseller a Question

Buy New
40.44
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

2.

E. Jerome Mccarthy; Joseph P. Cannon; Jr., William D. Perreault
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
Seller
AMAZINGBOOKDEALS
(IRVING, TX, U.S.A.)
Rating
[?]

Book Description Paperback. Book Condition: BRAND NEW. BRAND NEW. Fast Shipping. Prompt Customer Service. Satisfaction guaranteed. Bookseller Inventory # 0078028884BNA

More Information About This Seller | Ask Bookseller a Question

Buy New
42.86
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds
International Edition
International Edition

3.

Perreault
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Quantity Available: 5
International Edition
Seller
firstbookstore
(New Delhi, India)
Rating
[?]

Book Description Book Condition: Brand New. Brand New Paperback International Edition, Perfect Condition. Printed in English. Excellent Quality, Service and customer satisfaction guaranteed!. Bookseller Inventory # AIND-39431

More Information About This Seller | Ask Bookseller a Question

Buy New
46.61
Convert Currency

Add to Basket

Shipping: FREE
From India to U.S.A.
Destination, Rates & Speeds

4.

Jr., William Perreault, Joseph Cannon, E. Jerome McCarthy
Published by McGraw-Hill/Irwin (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
Seller
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description McGraw-Hill/Irwin, 2011. Paperback. Book Condition: New. 13. Bookseller Inventory # DADAX0078028884

More Information About This Seller | Ask Bookseller a Question

Buy New
44.78
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds

5.

E. Jerome McCarthy, Joseph Cannon and William D.,
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Quantity Available: 1
Seller
Castle Rock
(Pittsford, NY, U.S.A.)
Rating
[?]

Book Description Book Condition: Brand New. Book Condition: Brand New. Bookseller Inventory # 97800780288851.0

More Information About This Seller | Ask Bookseller a Question

Buy New
45.34
Convert Currency

Add to Basket

Shipping: 3.19
Within U.S.A.
Destination, Rates & Speeds
International Edition
International Edition

6.

Perreault
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Softcover Quantity Available: 5
International Edition
Seller
Romtrade Corp.
(STERLING HEIGHTS, MI, U.S.A.)
Rating
[?]

Book Description Book Condition: New. Brand New Paperback International Edition.We Ship to PO BOX Address also. EXPEDITED shipping option also available for faster delivery. Bookseller Inventory # AUSBNEW-39431

More Information About This Seller | Ask Bookseller a Question

Buy New
49.55
Convert Currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, Rates & Speeds

7.

E. Jerome Mccarthy; Joseph P. Cannon; Jr., William D. Perreault
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
Seller
READERS PRIDE
(FREMONT, CA, U.S.A.)
Rating
[?]

Book Description Paperback. Book Condition: BRAND NEW. NEW Book in Mint Condition -- Great DEAL !! Fast Shipping -- Friendly Customer Service -- Buy with Confidence!. Bookseller Inventory # RP0078028884BN

More Information About This Seller | Ask Bookseller a Question

Buy New
49.37
Convert Currency

Add to Basket

Shipping: 3.16
Within U.S.A.
Destination, Rates & Speeds

8.

William D. Perreault Jr., Joseph P. Cann
Published by McGraw-Hill Education (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 3
Seller
Murray Media
(North Miami Beach, FL, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education, 2011. Paperback. Book Condition: New. Bookseller Inventory # P110078028884

More Information About This Seller | Ask Bookseller a Question

Buy New
52.20
Convert Currency

Add to Basket

Shipping: 2.39
Within U.S.A.
Destination, Rates & Speeds

9.

Perreault, William D., Jr.
Published by McGraw-Hill Education
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Soft cover Quantity Available: 1
Seller
Supernew USA
(Bangkok, ., Thailand)
Rating
[?]

Book Description McGraw-Hill Education. Soft cover. Book Condition: New. New, UK Edition, 13th Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Bookseller Inventory # 0078028884

More Information About This Seller | Ask Bookseller a Question

Buy New
50.20
Convert Currency

Add to Basket

Shipping: 7.99
From Thailand to U.S.A.
Destination, Rates & Speeds
International Edition
International Edition

10.

Perreault; Cannon; Mccarthy
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Soft cover Quantity Available: 2
International Edition
Seller
global book store
(Spring, TX, U.S.A.)
Rating
[?]

Book Description Soft cover. Book Condition: New. Absolutely Brand New Textbook. This is an International Edition Textbook. Fast shipping , 3-5 business days Delivery to US and Canada, 4-6 days delivery to EU and Asia countries via express service. Ship from Multiple Locations, including US, EU, ASIA for inventory purpose. We do not ship to PO/FPO/APO address. Printed in USA with High Quality Paper (not Indian edition due to B/W printing and poor quality paper). Book is printed in English, as the US edition. If US edition printed in color, our book printed in color too! Most international edition has different ISBN and Cover design. Occasionally. international textbooks may come with different exercises at the end of chapters. Some book may show some sales disclaimer word such as "Not for Sale or Restricted in US" on the cover page but it is absolutely legal to use in USA. Bookseller Inventory # 12f219780071317023

More Information About This Seller | Ask Bookseller a Question

Buy New
55.57
Convert Currency

Add to Basket

Shipping: 7.99
Within U.S.A.
Destination, Rates & Speeds

There are more copies of this book

View all search results for this book