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Essentials of Marketing ISE

1265190208 · 9781265190200
Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through:• Active Learning: SmartBook, Video Cases, and Application-Based Activities foster cr… Leer Más
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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

17. Pricing Objectives and Policies

18. Price Setting in the Business World

19. Ethical Marketing in a Consumer-Oriented World

Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through:

• Active Learning: SmartBook, Video Cases, and Application-Based Activities foster critical thinking in real-world scenarios.

• Purpose Orientation: Emphasizes an organization's broader value creation beyond profit, benefiting stakeholders.

• Visual Enhancement: Hundreds of additional images and exhibits integrated into Connect Interactive exercises and PowerPoint slides for enriched learning.