Basic Marketing：A Marketing Strategy Planning Approach(19版)

　　Built on a strong foundation, Basic Marketing 18e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus.

　　The Perreault franchise was the pioneer of the 'four Ps' in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent 'best practices,' and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.

作者簡介

William D. Perreault, Jr.

　　現職：University of Norht Carolina

Joseph P. Cannon

　　現職：Colorado State University

E. Jerome McCarthy

　　現職：Michigan State University

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Marketing Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch 10 Place and Development of Channel Systems
Ch 11 Distribution Customer Service and Logistics
Ch 12 Retailers, Wholesalers, and Their Strategy Planning
Ch 13 Promotion'Introduction to Integrated Marketing Communications
Ch 14 Personal Selling and Customer Service
Ch 15 Advertising, Publicity, and Sales Promotion
Ch 16 Pricing Objectives and Policies
Ch 17 Price Setting in the Business World
Ch 18 Implementing and Controlling Marketing Plans: Evolution and Revolution
Ch 19 Managing Marketing's Link with Other Functional Areas
Ch 20 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A: Economics Fundamentals
Appendix B: Marketing Arithmetic
Appendix C: Career Planning in Marketing