The 15th Edition of Basic Marketing by Perreault and McCarthy builds upon its pioneering beginnings that introduced the 'four Ps' to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. Over many editions there has been constant changes in marketing management and the marketing environment. At the crux of Basic Marketing by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples - all of which have been carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services.
Auflage
Sprache
Verlagsort
Verlagsgruppe
McGraw-Hill Education - Europe
Maße
Höhe: 254 mm
Breite: 203 mm
Dicke: 28 mm
Gewicht
ISBN-13
978-0-07-111332-8 (9780071113328)
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Schweitzer Klassifikation
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.
E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. 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.
Chapter 1:Marketing's Value to Consumers, Firms, and Society Chapter 2:Marketing Strategy Planning Chapter 3:Focusing Marketing Strategy with Segmentation and Positioning Chapter 4:Evaluating Opportunities in the Changing Marketing Environment Chapter 5:Demographic Dimensions of Global Consumer Markets Chapter 6:Behavioral Dimensions of the Consumer Market Chapter 7:Business and Organizational Customers and Their Buying Behavior Chapter 8:Improving Decisions with Marketing Information Chapter 9:Elements of product Planning for Goods and Services Chapter 10:Product Management and New-Product Development Chapter 11:Place and Development of Channel Systems Chapter 12:Distribution Customer Service and Logistics Chapter 13:Retailers, Wholesalers, and Their Strategy Planning Chapter 14:Promotion-Introduction to Integrated Marketing Communications Chapter 15:Personal Selling Chapter 16:Advertising and Sales Promotion Chapter 17:Pricing Objectives and Policies Chapter 18:Price Setting in the Business World Chapter 19:Implementing and Controlling Market Plans: Evolution and Revolution Chapter 20:Managing Marketing's Link with Other Functional Areas Chapter 21:Developing Innovative Marketing Plans Chapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A:Economics Fundamentals Appendix B:Marketing Arithmetic Appendix C:Career Planning in Marketing
