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18th Edition
Publication Date: Oct 19, 2010
ISBN:0073529958 / 9780073529950
Language: English
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Imprint: McGraw-Hill/Irwin Publisher: McGraw-Hill Education Dimensions: 11.2 X 8.5 Inches (US)
Main Description
Overview: Basic Marketing 18e 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.

1 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, Publicity, 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

Appendix A Economics Fundamentals

Appendix B Marketing Arithmetic

Appendix C Career Planning in Marketing

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