Essentials of Marketing (8th Edition)

Author: William Pinot
Publisher:
Publish Date: 2004-06-01
Features: This book is about marketing and marketing strategy planning. Its essence lies in the fact that marketing strategy planning is about how to best meet customers, and we believe this is important. We also believe it is important to practice what we preach, so you can trust that this new edition of "Essentials of Marketing" and its accompanying teaching materials will meet your needs. The focus of this book is on marketing strategy planning, introducing key concepts in marketing management and helping students view marketing from the perspective of a marketing manager. The organization of chapters and discussion topics has been carefully arranged. We have painstakingly written it so that these chapters can be arranged and used in different orders to meet various needs. All topics and chapters can be divided into two parts. The first seven chapters form the first part, introducing marketing and presenting broader perspectives on the marketing strategy planning process, covering topics such as market segmentation, the marketing environment, consumer behavior, and how marketing information systems and research provide information to assist in optimizing marketing decisions. The second part of the book details how to plan the 4Ps, emphasizing the key strategic decisions in each area. Finally, we conclude with a comprehensive review and an evaluation of marketing opportunities and challenges.