Essentials of Marketing: Student Package No. 1
9th Edition
Published on 7. July 2004
Book
Hardback
978-0-07-304922-9 (ISBN)
Description
"Essentials of Marketing" is a brief version of "Basic Marketing", the worldwide market leading Principles text. "Basic Marketing" and "Essentials of Marketing" are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion), which describes the components of the marketing mix and forms the foundation of Marketing. Like "Basic Marketing", "Essentials of Marketing" offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While "Essentials of Marketing" is a brief text, it is not a cut-and-paste of "Basic Marketing". It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author, Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.
More details
Edition
9th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Edition type
Revised edition
Dimensions
Height: 279 mm
Width: 215 mm
Thickness: 30 mm
Weight
1905 gr
ISBN-13
978-0-07-304922-9 (9780073049229)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
William D. Perreault Jr. | E. Jerome McCarthy
Essentials of Marketing
Book
04/2005
10th Edition
McGraw Hill Higher Education
€136.50
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Content
1. Marketing's Role in the Global Economy 2. Marketing's Role within the Firm or Nonprofit Organization 3. Focusing Marketing Strategy with Segmentation and Positioning 4. Evaluating Opportunities in the Changing Marketing Environment 5. Final Consumers and Their Buying Behavior 6. Business and Organizational Customers and Their Buying Behavior 7. Improving Decisions with Marketing Information 8. Elements of Product Planning for Goods and Services 9. Product Management and New-Product Development 10. Place and Development of Channel Systems 11. Distribution Customer Service and Logistics 12. Retailers, Wholesalers, and Their Strategy Planning 13. Promotion--Introduction to Integrated Marketing Communications 14. Personal Selling 15. Advertising and Sales Promotion 16. Pricing Objectives and Policies 17. Price Setting in the Business World 18. Developing Innovative Marketing Plans: Appraisal and Challenges Appendixes a. Economics Fundamentals b. Marketing Arithmetic c. Career Planning in Marketing