This edition of "Essentials of Marketing" has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices". It builds on the foundation pillars of previous editions, the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of "Essentials of 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.
This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. 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 Focusing Marketing Strategy with Segmentation and Positioning
Chapter 4 Evaluating Opportunities in the Changing Marketing Environment
Chapter 5 Final Consumers and Their Buying Behavior
Chapter 6 Business and Organizational Customers and Their Buying Behavior
Chapter 7 Improving Decisions with Marketing Information
Chapter 8 Elements of Product Planning for Goods and Services
Chapter 9 Product Management and New-Product Development
Chapter10 Place and Development of Channel Systems
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