Essentials of Marketing ISE
(Sprache: Englisch)
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...
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...
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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:
. 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.
. 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.
. Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde's episodes on the McGraw-Hill podcast, Marketing Insights.
. Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning.
. Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides.
Inhaltsverzeichnis zu „Essentials of Marketing ISE “
Chapter 1: Marketing's Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning
Chapter 3: Evaluating Opportunities in the Changing Market Environment
Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5: Final Consumers and Their Buying Behavior
Chapter 6: Business and Organizational Customers and Their Buying Behavior
Chapter 7: Improving Decisions with Marketing Information
Chapter 8: Elements of Product Planning for Goods and Services
Chapter 9: Product Management and New-Product Development
Chapter 10: Place and Development of Channel Systems
Chapter 11: Distribution Customer Service and Logistics
Chapter 12: Retailers, Wholesalers, and Their Strategy Planning
Chapter 13: Promotion-Introduction to Integrated Marketing Communications
Chapter 14: Personal Selling and Customer Service
Chapter 15: Advertising and Sales Promotion
Chapter 16: Publicity
Chapter 17: Pricing Objectives and Policies
Chapter 18: Price Setting in the Business World
Chapter 19: Ethical Marketing in a Consumer-Oriented World
Autoren-Porträt von Joseph Cannon, William Perreault, E. Jerome McCarthy
Joseph P. Cannon is Dean's Distinguished Teaching Fellow and professor of marketing at Colorado State University. He has also taught at the University of North Carolina, Emory University, Instituto de Empresa (Madrid, Spain), INSEAD (Fontainebleau, France), Thammasat University (Bangkok, Thailand), and the University of Ljubljana (Slovenia). He has received many teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, Journal of Marketing Research, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, Journal of Public Policy and Marketing, Antitrust Bulletin, and the Academy of Management Review, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational topics. He has also written numerous teaching cases. Dr. Cannon serves (or served) on the editorial review boards of the Journal of Marketing, Journal of the Academy of Marketing Science, Journal of Operations Management, Journal of Personal Selling and Sales Management, and Journal of Marketing Education. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Association's Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.
Bibliographische Angaben
- Autoren: Joseph Cannon , William Perreault , E. Jerome McCarthy
- 2023, 18. Auflage, XXXIV, 796 Seiten, Maße: 21,4 x 27,6 cm, Taschenbuch, Englisch
- Verlag: McGraw-Hill Education Ltd
- ISBN-10: 1266124985
- ISBN-13: 9781266124983
- Erscheinungsdatum: 17.03.2023
Sprache:
Englisch
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