Essentials of Marketing: A Marketing Strategy Planning Approach is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Instructors and students can trust that this new edition of Essentials of Marketing 14e– and all of the teaching and learning materials that accompany it – will satisfy every instructor and students’ needs.
Building on Pioneering Strengths
This author team pioneered an innovative structure— using the “four Ps” with a managerial approach—for the introductory marketing course. It has become one of the most widely used business textbooks ever published because it organizes the best ideas about marketing so that readers can both understand and apply them. The unifying focus of these ideas is on how to make marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.
Over many editions of Essentials of Marketing, there have 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 updates to the text to reflect marketing’s best practices and ideas.
What’s unique about Essentials of Marketing?
The four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.
"synopsis" may belong to another edition of this title.
Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
Teaches at the Universities of Oregon, Notre Dame, and Michigan State.
"About this title" may belong to another edition of this title.
Book Description McGraw-Hill Education. Book Condition: New. 14th Edition Printed Access Code Never used! Exactly as pictured, SHIPS FAST!!!, used books cannot guarantee unused access codes or working CDs, ships fast, choose expedited for quicker shiping, ships from U.S.A. Bookseller Inventory # MSC-CODE-018
Book Description McGraw-Hill/Irwin, 2014. Printed Access Code. Book Condition: New. book. Bookseller Inventory # 0077636678