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Full Description
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.
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
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Ethical Marketing in a Consumer-Oriented World
