Synopses & Reviews
The 15th Edition of Basic Marketing by Perreault and McCarthy builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. Over many editions there has been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketings best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. At the crux of Basic Marketing by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples – all of which have been carefully blended with the texts traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services. Another key advantage of Basic Marketing is author Bill Perreault himself. Where most principles of marketing texts rely on a host of separate supplement authors, Perreault is the highly involved with or creator of every item in the carefully integrated, robust package. This unique involvement ensures quality, accuracy, and reliability.
Synopsis
Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.
Table of Contents
1. Marketings Value to Consumers, Firms and Society2. Marketing Strategy Planning 3. Focusing Marketing Strategy with Segmentation and Positioning4. Evaluating Opportunities in the Changing Marketing Environment5. Demographic Dimensions of Global Consumer Markets6. Behavioral Dimensions of the Consumer Market7. Business and Organizational Customer and Their Buying Behavior8. Improving Decisions with Marketing Information9. Elements of Product Planning for Goods and Services10. Product Management and New- Product Development11. Place and development of Channel Systems12. Distribution Customer Service and Logistics13. Retailers, Wholesalers, and Their Strategy Planning14. Promotion- Introduction to Integrated Marketing Communications15. Personal Selling16. Advertising and Sales Promotion17. Pricing Objectives and Policies18. Price Setting in the Business World19. Implementing and Controlling Marketing Plans: Evolution and Revolution20. Managing Marketings Link with Other Functional Areas21. Developing Innovative Marketing Plans22. Ethical Marketing in Consumer-Oriented Societies: Appraisal and ChallengesAppendices:A. Economics FundamentalsB. Marketing ArithmeticC. Career Planning in Marketing