Essentials of Marketing (15th ed)

Marketing's pillar four Ps framework (first introduced by Jerome McCarthy in the 1960s), managerial orientation, and strategy planning approach continue with this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach. Essentials of Marketing prepares students for success by teaching how-to-do-it skills through examples, explanations, frameworks, models, classification systems, cases, and practical “how-to” techniques geared toward increasing their analytical abilities and helping them figure out how to do a superior job of satisfying customers. This longstanding tradition of innovation continues today with Connect's robust suite of digital tools including SmartBook, iSeeIt videos, and other assignable interactives that help students learn, apply, and expand upon core marketing concepts. Additional resources, including an online Marketing Plan Coach that helps students create meaningful marketing plans, updated instructor supplements, and the regularlyupdated teachthe4ps.com and learnthe4ps.com blogs, further enhance learning, with special topics like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing integrated throughout.

作者：William Perreault
現職：University of North Carolina

作者：Joseph P. Cannon
現職：Colorado State University

作者：E. Jerome McCarthy
現職：Michigan State University

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges