Essentials of Marketing : A Marketing Strategy Planning Approach

McCarthy, E. Jerome, Perreault, William D., Jr., Cannon, Joseph P.

ISBN 10: 0077216431 / ISBN 13: 9780077216436

Published by McGraw-Hill Higher Education, 2007

About this Item

Former library copy. Pages intact with minimal writing/highlighting. The binding may be loose and creased. Dust jackets/supplements are not included. Includes library markings. Stock photo provided. Product includes identifying sticker. Better World Books: Buy Books. Do Good.

Seller Inventory # GRP61304216

Bibliographic Details

• Title: Essentials of Marketing : A Marketing Strategy Planning Approach
• Publisher: McGraw-Hill Higher Education
• Publication Date: 2007
• Language: English
• ISBN 10: 0077216431
• ISBN 13: 9780077216436
• Binding: Soft cover
• Condition: Good
• Weight: 3.44 pounds

About this title

Synopsis

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.