Basic Marketing
17th Edition
Published on 1. February 2010
Book
Paperback/Softback
864 pages
978-0-07-131184-7 (ISBN)
Description
"Basic Marketing, 17/e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the 'four Ps' in 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 to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing's best practices and ideas. Throughout all of these changes, "Basic Marketing" and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent 'best practices'.
This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
More details
Edition
17th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 760 mm
Width: 190 mm
Thickness: 300 mm
Weight
1706 gr
ISBN-13
978-0-07-131184-7 (9780071311847)
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
Content
Marketing's Value to Consumers, Firms, and Society 2. Marketing Strategy Planning 3. Evaluating Opportunities in the Changing Marketing Environment 4. Focusing Marketing Strategy with Segmentation and Positioning 5. Demographic Dimensions of Global Consumer Markets 6. Final Consumers and Their Buying Behavior 7. Business and Organizational Customers and Their Buying Behavior 8. Improving Decisions with Marketing Information 9. Elements of Product Planning for Goods and Services 10. Product Management and New-Product Development 11. Place and Development of Channel Systems 12. Distribution Customer Service and Logistics 13. Retailers, Wholesalers, and Their Strategy Planning 14. Promotion--Introduction to Integrated Marketing Communications 15. Personal Selling and Customer Service 16. Advertising and Sales Promotion 17. Pricing Objectives and Policies 18. Price Setting in the Business World 19. Implementing and Controlling Marketing Plans: Evolution and Revolution 20. Managing Marketing's Link with Other Functional Areas 21. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendices: A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing