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.
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.
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.
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.
The Four Ps. Clear interesting and authoritative coverage of all the basics of marketing, organized using the four Ps framework and a managerial strategy planning focus.
Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter's material fits into the "big picture." This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts.
Integration of Special Topics. Careful incorporation of special topics such as e-commerce, marketing relationships, ethics and social responsibility, marketing over the Internet, and the marketing of services. These concepts cut across the marketing fabric and must be understood in this broader context for effective marketing strategy planning.
Comprehensive Supplements. A flexible set of teaching and learning materials that help instructors meet their objectives and students efficiently learn marketing concepts.
Author Commitment. Maintains an author team dedicated to continuous quality improvement that meets student and instructor needs.
Beneficial Web Resources. Internet exercises that are more than an excuse to go to the web - they demonstrate key concepts from each chapter.
Brand new features in Connect® Marketing, McGraw-Hill's web-based assignment and assessment platform connect you and your students to the coursework, including LearnSmart, an adaptive student study partner. Popular Interactive Applications provided for each chapter of the textbook have been retained and show students how to "do" marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report.
Social media community for instructors and students: New with this edition are a twitter feed and facebook page that support both instructors and students. The authors also continue to post to a blog (Teach the 4 Ps, www.teachthe4ps.com) tied to the text's monthly newsletters where instructors can access videos, cases, and current articles to use in class discussion. The blog is continuously updated and features a comments section where professors can interact with the authors and each other. A student version, Learn the 4 Ps (www.learnthe4ps.com), is also available.
New Cases: In order to keep the course material fresh, all of the cases at the back of the book have been updated, edited, revised, and/or replaced with new ones.
New Videos: Eight new full-length videos and video cases for use in class-to increase student involvement. These are in addition to the more than 135 video clips and 27 full-length videos that already exist with the text.
Shorter, more concise chapters: The entire text has been critically revised, updated, and rewritten. The authors have carefully consolidated and reorganized, and sometimes made the difficult decision to cut topics to make the book shorter and even more readable.
Expanded coverage of the latest topics in marketing, including:
The evolution of media including mobile advertising, blogs, social media like Facebook, and various forms of advertising on the Internet.
The role and process of customers’ search for information on the Internet—and its implications for marketing strategy.
The influence of word-of-mouth and how it has changed in the era of the Internet and customer review sites.
The needs of customers in emerging markets and developing countries—and how some organizations are meeting those customer needs.
The use of innovation and idea generation for new products and marketing mix elements—and how they’ve become key sources of competitive advantage.
The evolving nature of retailing on the Internet—as firms better understand what works and what doesn’t—and successful strategies that have emerged.
Lifetime customer value and customer equity.
The use of online tools like customer communities in the marketing research process.
Effective e-commerce innovations and changes in marketing over the Internet.
The costs and benefits of different approaches for customer acquisition and retention.
Relationship building in marketing.
Customer service and customer retention.
Ethical issues and the social impacts of marketing and macro-marketing.
The importance of providing superior customer value as the means to achieve customer satisfaction and competitive advantage.
Uses of the Internet and other technology in organizational buying.
Low-cost methods for conducting marketing research and the use of specialized search engines.
The increasing emphasis on design in product development.
The circumstances when using direct channels of distribution make sense—and how to manage channel conflict that might come about when direct and indirect channels are used in combination.
Increasing customer use of multiple channels in shopping and how firms respond with and manage multichannel distribution approaches.
Promotional campaigns that use viral communications to generate “buzz” among consumers.
New and emerging applications of customer relationship management databases and tools.
McGraw-Hill’s web-based assignment and assessment platform connects you and your students to the coursework. Offered with a comprehensive, searchable and printable, eBook, Connect® Plus is the students’ best choice for course preparation and cost effectiveness. New with this edition, Connect® includes LearnSmart, an adaptive student study partner. Popular Interactive Applications provided for each chapter of the textbook have been retained and show students how to “do” marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report. Purchase this product at www.shopmcgraw-hill.com by using ISBN 0077436784.
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This convenient guide matches the units in Annual Editions: Marketing 12/13 with the corresponding chapters in three of our best-selling McGraw-Hill Marketing textbooks by Perreault et al., Kerin et al. and Grewal/Levy.
This convenient guide matches the units in Annual Editions: Marketing 13/14 with the corresponding chapters in three of our best-selling McGraw-Hill Marketing textbooks by Perreault et al., Kerin et al. and Grewal/Levy.
New! SmartBook™—Fueled by LearnSmart—SmartBook is the first and only adaptive reading experience available today. Distinguishing what a student knows from what they don’t, and honing in on concepts they are most likely to forget, SmartBook personalizes content for each student in a continuously adapting reading experience. Reading is no longer a passive and linear experience, but an engaging and dynamic one where students are more likely to master and retain important concepts, coming to class better prepared. Valuable reports provide instructors insight as to how students are progressing through textbook content, useful for shaping in-class time or assessment. As a result the adaptive reading experience found in SmartBook, students are more likely to retain knowledge, stay in class and get better grades.
Table of Contents
Chapter 1: Marketing's Value to Customers, Firms, and Society
Chapter 2: Marketing Strategy Planning
Chapter 3: Evaluating Opportunities in the Changing Marketing 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, Publicity, and Sales Promotion
Chapter 16: Pricing Objectives and Policies
Chapter 17: Price Setting in the Business World
Chapter 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A - Economics Fundamentals
Appendix B - Marketing Arithmetic
Appendix C - Career Planning in Marketing
Instructor Resource CD-ROM for Essentials of Marketing ISBN: 0077436717 Author(s): PERREAULT
Learning AID for Essentials of Marketing ISBN: 0077436725 Author(s): PERREAULT
Video DVD for Essentials of Marketing ISBN: 0077436768 Author(s): PERREAULT