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Jr., William Perreault, Joseph Cannon, and E. Jerome McCarthy build on the foundational principles of past editions as they offer students a revised resource in their textbook Basic Marketing , ISBN 9780073529950. The text directed at introductory marketing courses revolves around the four Ps framework, managerial orientation, and strategy planning focus....
Jr., William Perreault, Joseph Cannon, and E. Jerome McCarthy build on the foundational principles of past editions as they offer students a revised resource in their textbook Basic Marketing , ISBN 9780073529950. The text directed at introductory marketing courses revolves around the four Ps framework, managerial orientation, and strategy planning focus. A strong emphasis is placed on how to make the marketing decisions necessary in the managerial profession including what customers to focus on as well as how to best meet their needs. To keep up with the ever-evolving marketing needs and fads, this book offers the most current practices and perspectives in the industry with the inclusion of new concepts, examples, as well as recent best practices. Jr., William Perreault, Joseph Cannon, and E. Jerome McCarthy offers students 21 comprehensive chapters to cover concepts in their textbook Basic Marketing. Chapter 1 begins this book with a look at 'Marketing's Value to Consumers, Firms, and Society' followed by chapter 2 offering students coverage of 'Marketing Strategy Planning.' Chapter 3 discusses topics surrounding 'Evaluating Opportunities in the Changing Marketing Environment' while chapter 4 presents 'Focusing Marketing Strategy with Segmentation and Positioning.' 'Demographic Dimensions of Global Consumer Markets' is the topic of choice in chapter 5 followed by 'Final Consumers and Their Buying Behavior' presented in chapter 6 and 'Business and Organizational Customers and Their Buying Behavior' discussed in chapter 7. Chapter 8 delves into 'Improving Decisions with Marketing Information' while chapter 9 investigates 'Elements of Product Planning for Goods and Services' and chapter 10 explores 'Product Management and New-Product Development.' Chapter 11 discusses 'Place and Development of Channel Systems' with chapter 12 examining 'Distribution Customer Service and Logistics' and chapter 13 focusing on 'Retailers, Wholesalers, and Their Strategy Planning.' Topics surrounding 'Promotion—Introduction to Integrated Marketing Communications' is the focus of chapter 14 followed by 'Personal Selling and Customer Service' in chapter 15 and 'Advertising, Publicity, and Sales Promotion' in chapter 16. Chapter 17 presents coverage of 'Pricing Objectives and Policies' followed by chapter 18 taking a look at 'Price Setting in the Business World' and chapter 19 discussing 'Implementing and Controlling Marketing Plans: Evolution and Revolution' Chapter 20 delves into 'Managing Marketing's Link with Other Functional Areas' with the book concluding in chapter 21_devoted to 'Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges.'
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