Essentials of Marketing, 13th Edition

3.67 avg rating
( 70 ratings by Goodreads )
 
9780078028885: Essentials of Marketing, 13th Edition
View all copies of this ISBN edition:
 
 

This book 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 13e– and all of the other 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 quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.

Over many editions of Basic Marketing and 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 changes to the text to reflect marketing’s best practices and ideas.

What's different about Essentials of Marketing?

The success of this franchise is not the result of a single strength―or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s 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.

  1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and “how-to-do-it” techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coach on the text website helps students see how to create marketing plans. Taken together, these items speed the development of “marketing sense” and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
  2. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat “special” topics―like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing―in separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
  3. The comprehensive package of materials gives instructors the flexibility to teach marketing their way- or for the student, the ability to learn marketing their way.

"synopsis" may belong to another edition of this title.

About the Author:

Teaches at the Universities of Oregon, Notre Dame, and Michigan State.

"About this title" may belong to another edition of this title.

Other Popular Editions of the Same Title

9780071317023: Essentials of Marketing

Featured Edition

ISBN 10:  0071317023 ISBN 13:  9780071317023
Publisher: McGraw Hill Higher Education, 2011
Softcover

9781259145483: SmartBook Access Card for Essentials of Marketing

McGraw...
Hardcover

9780077674526: Essentials of Marketing (Special Edition for Florida Atlantic University)

n/a, 2012
Softcover

Top Search Results from the AbeBooks Marketplace

International Edition
International Edition

1.

William D. Perreault Jr.
Published by McGraw-Hill Education
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
International Edition
Seller:
Campustexxts
(Vicksburg, MI, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education. Paperback. Condition: New. International Edition. Very fast shipping. Receive your book in 2-7 business days if you checkout with expedited shipping. We take pride in our customer service, please contact us if you have any questions regarding the listing. Seller Inventory # in-us-9780078028885

More information about this seller | Contact this seller

Buy New
US$ 29.99
Convert currency

Add to Basket

Shipping: US$ 3.50
Within U.S.A.
Destination, rates & speeds

2.

Perreault, William D., Jr.
Published by McGraw-Hill Education
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Soft cover Quantity Available: 1
Seller:
Supernew USA
(Bangkok, ., Thailand)
Rating
[?]

Book Description McGraw-Hill Education. Soft cover. Condition: New. New, UK Edition, 13th Edition . Premium quality books. Ship via FedEx, UPS, DHL. Delivery time is 3-5 biz days. Seller Inventory # 0078028884

More information about this seller | Contact this seller

Buy New
US$ 25.99
Convert currency

Add to Basket

Shipping: US$ 10.00
From Thailand to U.S.A.
Destination, rates & speeds

3.

Jr., William D. Perreault; Cannon, Joseph P.; McCarthy, E. Jerome
Published by McGraw-Hill Education
ISBN 10: 0078028884 ISBN 13: 9780078028885
New PAPERBACK Quantity Available: 1
Seller:
Sooner Fine Books
(Tulsa, OK, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education. PAPERBACK. Condition: New. 0078028884 New. Seller Inventory # JUNE8-2018-0205

More information about this seller | Contact this seller

Buy New
US$ 53.50
Convert currency

Add to Basket

Shipping: FREE
Within U.S.A.
Destination, rates & speeds

4.

William D. Perreault Jr.; Joseph P. Cannon; E. Jerome McCarthy
Published by McGraw-Hill Education (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Softcover Quantity Available: 1
Seller:
Irish Booksellers
(Portland, ME, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education, 2011. Condition: New. book. Seller Inventory # M0078028884

More information about this seller | Contact this seller

Buy New
US$ 77.58
Convert currency

Add to Basket

Shipping: US$ 3.27
Within U.S.A.
Destination, rates & speeds

5.

Jr., William Perreault, Joseph Cannon, E. Jerome McCarthy
Published by McGraw-Hill/Irwin (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 1
Seller:
Ergodebooks
(RICHMOND, TX, U.S.A.)
Rating
[?]

Book Description McGraw-Hill/Irwin, 2011. Paperback. Condition: New. 13. Seller Inventory # DADAX0078028884

More information about this seller | Contact this seller

Buy New
US$ 261.28
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds

6.

Jr., William D. Perreault; Cannon, Joseph P.; McCarthy, E. Jerome
Published by McGraw-Hill Education
ISBN 10: 0078028884 ISBN 13: 9780078028885
New PAPERBACK Quantity Available: 1
Seller:
SGS Trading Inc
(Franklin Lakes, NJ, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education. PAPERBACK. Condition: New. 0078028884 NEW TEXTBOOK, SHIPS WITH EMAILED TRACKING FROM USA. Seller Inventory # Z0078028884ZN

More information about this seller | Contact this seller

Buy New
US$ 274.40
Convert currency

Add to Basket

Shipping: US$ 3.89
Within U.S.A.
Destination, rates & speeds

7.

William D. Perreault Jr.; Joseph P. Cannon; E. Jerome McCarthy
Published by McGraw-Hill Education (2011)
ISBN 10: 0078028884 ISBN 13: 9780078028885
New Paperback Quantity Available: 2
Seller:
Davinci Book Company, Inc
(Midland Park, NJ, U.S.A.)
Rating
[?]

Book Description McGraw-Hill Education, 2011. Paperback. Condition: New. NEW TEXTBOOK-SHIPS WITH EMAILED TRACKING. Seller Inventory # Sep18-9780078028885

More information about this seller | Contact this seller

Buy New
US$ 641.89
Convert currency

Add to Basket

Shipping: US$ 3.99
Within U.S.A.
Destination, rates & speeds