Essentials of Marketing: A Marketing Strategy Planning Approach: 2026 Release ISE - Softcover

Cannon, Joseph P.

Softcover

ISBN 10: 1265132534 ISBN 13: 9781265132538

Publisher: McGraw Hill, 2026

Synopsis

Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through:

• Active Learning: SmartBook, Video Cases, and Application-Based Activities foster critical thinking in real-world scenarios.

• Purpose Orientation: Emphasizes an organization's broader value creation beyond profit, benefiting stakeholders.

• Visual Enhancement: Hundreds of additional images and exhibits integrated into Connect Interactive exercises and PowerPoint slides for enriched learning.

About this title

About the Author

Joseph P. Cannon is Dean’s Distinguished Teaching Fellow and professor of marketing at Colorado State University. He has also taught at the University of North Carolina, Emory University, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), Thammasat University (Bangkok, Thailand), and the University of Ljubljana (Slovenia). He has received many teaching awards and the N. Preston Davis Award for Instructional Innovation. 

Dr. Cannon’s research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, Journal of Public Policy and Marketing, Antitrust Bulletin, and the Academy of Management Review, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational topics. He has also written numerous teaching cases. Dr. Cannon serves (or served) on the editorial review boards of the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, and Journal of Marketing Education. 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.

Edition details

• Publisher: McGraw Hill
• Publication date: 2026
• Language: English
• ISBN 10: 1265132534
• ISBN 13: 9781265132538
• Binding: Paperback
• Number of pages: 848