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ISE Essentials of Marketing

ISE Essentials of Marketing

          
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About the Book

Essentials of Marketing pioneered an innovative structure—using the “Four Ps” framework first introduced by Jerome McCarthy—with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical “how-to” techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like services, international marketing, big data, social media, ethics, and more are integrated throughout. Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.  Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. 

Table of Contents:
1. Marketing’s Value to Consumers, Firms, and Society  2. Marketing Strategy Planning  3. Evaluating Opportunities in the Changing Market Environment  4. Focusing Marketing Strategy with Segmentation and Positioning  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 and Customer Service  15. Advertising and Sales Promotion  16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media  17. Pricing Objectives and Policies  18. Price Setting in the Business World  19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges  Appendix A Economics Fundamentals  Appendix B Marketing Arithmetic  Appendix C Career Planning in Marketing  Appendix D Hillside Veterinary Clinic Marketing Plan


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Product Details
  • ISBN-13: 9781260092127
  • Publisher: McGraw-Hill Education
  • Publisher Imprint: Mcgraw-Hill Education
  • Height: 274 mm
  • No of Pages: 770
  • Spine Width: 25 mm
  • Width: 216 mm
  • ISBN-10: 1260092127
  • Publisher Date: 15 Mar 2018
  • Binding: Paperback
  • Language: English
  • Returnable: Y
  • Weight: 1338 gr


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