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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.

• Sales Rank: #232473 in Books
• Brand: Brand: McGraw-Hill/Irwin
• Published on: 2011-09-20
• Original language: English
• Number of items: 1
• Dimensions: 10.80" h x .80" w x 8.40" l, 3.20 pounds
• Binding: Paperback
• 728 pages

Features

• Used Book in Good Condition

About the Author
Teaches at the Universities of Oregon, Notre Dame, and Michigan State.

Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.

Most helpful customer reviews

3 of 3 people found the following review helpful.
Learning Lots!
By Eliana Writes
Required reading in my UCLA Empowered program. Ordered Kindle version but will be ordering the hardcover because it is one of those books you must have in your personal library.

3 of 4 people found the following review helpful.
Required reading
By Jeff
This was the required book for an intro class.
The book is so entirely self serving it was painful. I expect more from a college level reading.
I am not a business major, and noticed some statements to be false, inaccurate, or missing in details. Perhaps it is cleared up in a later class and this book is used for concept building more than anything. There is a web portion that can be used including tests and a video series that does a good job at making you hate specific characters as everyone takes a polar stance on the issues.

Grab this used and prepare for some easy A's!

1 of 1 people found the following review helpful.
This textbook was required for my Intro to Marketing course ...
By Penny
This textbook was required for my Intro to Marketing course in college. It is very condensed for an adult reader, especially if one is not use to reading long chapters, e.g. 20 pages per chapter. The chapters are replete with details and subheadings. It contains lots of colorful advertisement samples, example scenarios, power points, questionnaire at the end of each chapter, index, glossary and a website for videos of each chapter.

See all 37 customer reviews...

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