Essentials of Marketing: A Marketing Strategy Planning Approach (15th Edition)
Building on the foundational “Four Ps” framework first introduced by Jerome McCarthy, the 15th edition of Essentials of Marketing continues to provide a robust managerial orientation. This edition focuses on a practical “How-To-Do-It” strategy planning approach designed to equip students with the necessary tools for professional success in the marketing field.
The text focuses on increasing analytical abilities through a variety of educational methods, including real-world examples, explanations, frameworks, classification systems, and practical cases. By utilizing these models and techniques, students learn how to execute superior marketing strategies that effectively satisfy customer needs. The curriculum integrates critical modern topics such as relationship marketing, international marketing, services marketing, and the impact of the Internet on the industry. Furthermore, it addresses marketing for nonprofit organizations, ethical considerations, social issues, and business-to-business (B2B) marketing dynamics.
Book Details
- Author: William Perreault
- Edition: 15th Edition
- Publisher: McGraw Hill
- ISBN-10: 1259573532
- ISBN-13: 978-1259573538
- Publication Date: January 13, 2016