Essentials of Marketing (8th Edition)

Author: William D. Pinot
Publisher:
Publication Date: 2002-01-01
Features: The focus of this book is on marketing strategy planning. It introduces key concepts of marketing management and helps students view marketing from the perspective of a marketing manager. The organization of chapters and discussion topics has been carefully arranged. We have meticulously crafted it to allow for flexible ordering and usage of these chapters to meet diverse needs. All topics and chapters can be divided into two main parts. The first seven chapters form the first part, introducing marketing and presenting broader perspectives on the marketing strategy planning process, covering areas such as market segmentation, the marketing environment, consumer behavior, and how marketing information systems and research provide insights to optimize marketing decisions. The latter part of the book delves into planning AP in detail, emphasizing key strategic decisions in each area. Then, we conclude with a comprehensive review and an evaluation of marketing opportunities and challenges.