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Perreault、Cannon與McCarthy所著的《行銷管理》(Essentials of Marketing）是一本相當經典的行銷教科書。本書特色在於首創以「4P」為架構，將行銷領域中的重要觀念、理論及工具，有系統地加以組織與探討。同時透過生動活潑的文字及豐富有趣的案例，深入淺出地詮釋最新的行銷觀念與最佳的行銷實務。此外，本書在每章中設計了許多學習輔助單元，例如章首個案、學習目標、視覺化圖

Marketing's pillar "Four Ps" framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newes

Essentials of Marketing pioneered an innovative structure—using the “Four Ps” framework first introduced by Jerome McCarthy—with a managerial approach. The 16th edition continues to build both the log

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

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

Stay up with the latest marketing developments with this essential book! Built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, Essentials of Marketing, Tenth Edition, is

Essentials of Marketing Is Designed to Satisfy Your Needs.Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:1.Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.2.Purpose and purpose orientation. Reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.3.Diversity, equity, and inclusion. Attention to racial justi