This edition of "Essentials of Marketing" has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices". It builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of "Essentials of Marketing" has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs.This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
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Book Description McGraw Hill Higher Education, 2008. Paperback. Book Condition: New. Bookseller Inventory # DADAX0071284605
Book Description McGraw-Hill Higher Education. Paperback. Book Condition: Brand New. In Stock. Bookseller Inventory # zk0071284605
Book Description The McGraw-Hill Company. Book Condition: New. Bookseller Inventory # 7596782
Book Description McGraw-Hill Higher Education 01/01/2008, 2008. Book Condition: NEW. - Brand new item sourced directly from publisher. Packed securely in tight packaging to ensure no damage. Shipped from warehouse on same/next day basis. Bookseller Inventory # 1111-9780071284608