| Titre : |
Essentials of Marketing |
| Type de document : |
texte imprimé |
| Auteurs : |
Joseph P Cannon, Auteur ; William D Perreault, Auteur ; E. Jerome McCarthy, Auteur |
| Editeur : |
New York, NY : McGraw Hill LLC |
| Année de publication : |
2024 |
| Importance : |
(780 p.) |
| Présentation : |
ill;img. |
| Format : |
25 cm |
| ISBN/ISSN/EAN : |
978-1-266-12498-3 |
| Langues : |
Anglais (eng) |
| Tags : |
Marketing's Value to Consumers Firms Society Marketing Strategy Planning Evaluating Opportunities Changing Market Environment Focusing Marketing Strategy with Segmentation Positioning C Final Consumers Their Buying Behavior Business Organizational Customers Their Buying Behavior Improving Decisions with Marketing Information Elements of Product Planning for Goods Services
Product Management New-Product Development Place Development of Channel Systems Distribution Customer Service Logistics Retailers Wholesalers Their Strategy Planning Promotion—Introduction to Integrated Marketing Communications Personal Selling Customer Service Advertising Sales Promotion Pricing Objectives Policie Price Setting in the Business World Ethical Marketing in a Consumer-Oriented World |
| Index. décimale : |
E658.8 |
| Résumé : |
t customer needs to make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:
• Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.
• Purpose and purpose orientation. Reviewing an organization’s reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.
• Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde’s episodes on the McGraw-Hill podcast, Marketing Insights.
• Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning.
• Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides. |
Essentials of Marketing [texte imprimé] / Joseph P Cannon, Auteur ; William D Perreault, Auteur ; E. Jerome McCarthy, Auteur . - New York, NY : McGraw Hill LLC, 2024 . - (780 p.) : ill;img. ; 25 cm. ISBN : 978-1-266-12498-3 Langues : Anglais ( eng)
| Tags : |
Marketing's Value to Consumers Firms Society Marketing Strategy Planning Evaluating Opportunities Changing Market Environment Focusing Marketing Strategy with Segmentation Positioning C Final Consumers Their Buying Behavior Business Organizational Customers Their Buying Behavior Improving Decisions with Marketing Information Elements of Product Planning for Goods Services
Product Management New-Product Development Place Development of Channel Systems Distribution Customer Service Logistics Retailers Wholesalers Their Strategy Planning Promotion—Introduction to Integrated Marketing Communications Personal Selling Customer Service Advertising Sales Promotion Pricing Objectives Policie Price Setting in the Business World Ethical Marketing in a Consumer-Oriented World |
| Index. décimale : |
E658.8 |
| Résumé : |
t customer needs to make the world a better place. Dating back to Jerry McCarthy’s ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:
• Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.
• Purpose and purpose orientation. Reviewing an organization’s reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.
• Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde’s episodes on the McGraw-Hill podcast, Marketing Insights.
• Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning.
• Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides. |
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