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Essentials of marketing :a marketing strategy planning approach
Essentials of Marketing Is Designed to Satisfy Your Needs
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. We take that point of view seriously and believe in practicing what we preach. So you can trust that this new edition of Essentials of Marketing—and all of the other teaching and learning materials that accompany it—will satisfy your needs. We’re very excited about this 17th edition of Essentials of Marketing and we hope that you will be as well.
In developing this edition, we’ve made hundreds of big and small additions, changes, and improvements to the text and all the supporting materials that accompany it. We’ll highlight some of those changes in this preface, but first we’ll provide background on the evolution of Essentials of Marketing.
Building on Pioneering Strengths
Basic Marketing (Essentials of Marketing’s parent text) pioneered an innovative structure—the “Four Ps” (Product, Place, Promotion, and Price) 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: How does a marketing manager decide which customers to target and the best way to meet their needs?
With each new edition of Essentials of Marketing, we update the content based on changes in marketing management and the market environment. This book reflects marketing’s best practices and ideas. Essentials of Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for the introductory marketing class. It is gratifying that the Four Ps organizing structure has worked well for millions of students and teachers.
The success of Essentials of Marketing is not the result of a single strength—or one long-lasting innovation. Other textbooks have adopted our Four Ps framework, and we have continuously improved the book. The text’s Four Ps framework, managerial orientation, and strategy planning focus have proven to be foundation pillars that are remarkably robust for supporting new developments in the field, resulting in innovations in the text and package. Thus, with each new edition of Essentials of Marketing, we continue to innovate to better meet the needs of students and faculty. In fact, we have made ongoing changes in how we develop the logic of the Four Ps and the marketing strategy planning process. As always, though, our objective is to provide a flexible, high-quality text and choices from comprehensive and reliable support materials so that instructors and students can accomplish their learning objectives.
What’s Different about Essentials of Marketing?
The biggest distinguishing factor about Essentials of Marketing is the integrative approach to our teaching and learning package for the introductory marketing course. This integration makes it easier to learn about marketing, teach marketing, and apply it in the real world. For many students, the introductory marketing course will be the only marketing class they ever take. They need to come away with a strong understanding of the key concepts in marketing and how marketing operates in practice. Essentials of Marketing:
1.Examines what marketing is and how to do it.
2.Integrates special topics such as services, international marketing, big data, social media, ethics, and more across the text—with coverage in almost every chapter.
3.Delivers a supplements package completely developed or closely managed by the authors—so each part connects with the text.
The supplements package is extensive—designed to let you teach marketing your way (see Exhibit P–1). The integration of these three features delivers a product proven to work for instructors and students. Let us show you what we mean—and why and how instructors and students benefit from the Essentials of Marketing teaching and learning package.
What and how of marketing. Marketing operates in dynamic markets. Fast-changing global markets, environmental challenges and sustainability, the blurring speed of technological advances—including an explosion in the use of digital tools by consumers and businesses—are just a few of the current trends confronting today’s marketing manager. Whereas some marketing texts merely attempt to describe this market environment, Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| 658. 8 PER e | PSB lt.1 - B. Wajib | 1 |
| Penerbit | New York Mc Graw Hill., 2021 |
|---|---|
| Edisi | 17 |
| Subjek | Marketing |
| ISBN/ISSN | 9781260570915 |
| Klasifikasi | 658. 8 |
| Deskripsi Fisik | xv, 800 p. : ill. ; 26 cm |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |
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