Essentials of Marketing

Essentials of Marketing by William D. Perreault Jr., Joseph P. Cannon, and E. Jerome McCarthy is ideal for intermediate-level marketing students, but can even be used by professionals as a quick reference. Unlike other basic marketing references, this textbook allows students to use their analytical abilities to better prepare them for real-life work; the modular design also allows them to progress at their own pace. Perrault, Cannon, and McCarthy start with an explanation of marketing's value to consumers, firms, and society, they then continue on to marketing strategy planning, focusing marketing strategy with positioning and segmentation, evaluation of opportunities in the changing marketing environment, final consumers and their buying behaviors, and business and organizational customers and their buying behaviors. Students will learn how to improve management decisions using sound marketing information, as well as understand the elements of product planning for goods and services, product management and new product development, place and development of channel systems, distribution customer service and logistics, and strategy planning. Essentials of Marketing (ISBN 9780073404813) also covers promotion, integrated marketing, personal selling and customer service, and strategies in price setting. More importantly, it gives students a sold background in ethical marketing in today's consumer-oriented society. Essentials of Marketing contains useful appendices that are very useful for researchers who need to review economic fundamentals and marketing arithmetic. Aside from offering solid information on trends in the market and other useful concepts, this book also encourages students to think for themselves and to be able to apply what they have learned.