Essentials of Marketing: A Marketing Strategy Planning Approach

Perreault, William D., Ph.D.; Cannon, Joseph P., Ph.D.; McCarthy, E. Jerome, Ph.D.

ISBN 10: 1264024061 ISBN 13: 9781264024063

Publisher: McGraw-Hill College, 2020

Synopsis

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.

Edition details

• Publisher: McGraw-Hill College
• Publication date: 2020
• Language: English
• ISBN 10: 1264024061
• ISBN 13: 9781264024063
• Binding: Loose Leaf
• Number of pages: 768