"Basic Marketing, 18/e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and 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 the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs.
Over many editions there has been constant change 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. Throughout all of these changes, "Basic Marketing" and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent 'best practices'.This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
Chapter 1 Marketing's Value to Consumers, Firms, and Society
Chapter 2 Marketing Strategy Planning
Chapter 3 Evaluating Opportunities in the Changing Market Environment
Chapter 4 Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5 Demographic Dimensions of Global Consumer Markets
Chapter 6 Final Consumers and Their Buying Behavior
Chapter 7 Business and Organizational Customers and Their Buying Behavior
Chapter 8 Improving Decisions with Marketing Information
Chapter 9 Elements of Product Planning for Goods and Services
Chapter10 Product Management and New-Product Development
etc.