Essentials of Marketing
10th Edition
Published on 1. April 2005
Book
Paperback/Softback
688 pages
978-0-07-304920-5 (ISBN)
Description
Essentials of Marketing is a brief version of Basic Marketing. 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
10th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Edition type
Revised edition
Product notice
Paperback (trade)
Unsewn / adhesive bound
Dimensions
Height: 265 mm
Width: 214 mm
Thickness: 33 mm
Weight
1914 gr
ISBN-13
978-0-07-304920-5 (9780073049205)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Jr., William Perreault | Joseph Cannon | E. Jerome McCarthy
Essentials of Marketing with Student CD
Book
11/2007
11th Edition
McGraw-Hill Professional
€129.98
Article is exhausted; no reprint
Previous edition
William D. Perreault Jr. | E. Jerome McCarthy
Essentials of Marketing: Student Package No. 1
Book
07/2004
9th Edition
McGraw Hill Higher Education
€97.79
Article exhausted; check for reprint
Persons
William D. Perreault Jr. is a professor at the University of North Carolina at Chapel Hill. E. Jerome McCarthy is a professor at Michigan State University.
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