This title is being sold in the downloadable VitalBook™ format.
This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” It builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. Focus of Essentials of 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. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. Students that choose the VitalBook version of this title have access to powerful digital learning tools. Students can share notes with others, customize the appearance and layout of the content, and organize all their digital course materials from a single program. VitalSource is a downloadable eBook. Students can install their eBook on up to two machines. Students can also print sections of the book for maximum portability.
This title will only allow printing of 2 consecutive pages and copying of 2 consecutive pages at a time.
Table of Contents
- Front Matter
- CHAPTER ONE : Marketing's Value to Consumers, Firms and Society
- CHAPTER TWO : Marketing Strategy Planning
- CHAPTER THREE : Focusing Marketing Strategy with Segmentation and Positioning
- CHAPTER FOUR : Evaluating Opportunities in the Changing Marketing Environment
- CHAPTER FIVE : Final Consumers and Their Buying Behavior
- CHAPTER SIX : Business and Organizational Customers and Their Buying Behavior
- CHAPTER SEVEN : Improving Decisions with Marketing Information
- CHAPTER EIGHT : Elements of Product Planning for Goods and Services
- CHAPTER NINE : Product Management and New-Product Development
- CHAPTER TEN : Place and Development of Channel Systems
- CHAPTER ELEVEN : Distribution Customer Service and Logistics
- CHAPTER TWELVE : Retailers, Wholesalers, and Their Strategy Planning
- CHAPTER THIRTEEN : Promotion—Introduction to Integrated Marketing Communications
- CHAPTER FOURTEEN : Personal Selling and Customer Service
- CHAPTER FIFTEEN : Advertising and Sales Promotion
- CHAPTER SIXTEEN : Pricing Objectives and Policies
- CHAPTER SEVENTEEN : Price Setting in the Business World
- CHAPTER EIGHTEEN : Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
- Back Matter
