Essentials of Marketing: A Marketing Strategy Planning Approach, 18/e (Paperback)

William D. Perreault Jr. , Joseph P. Cannon , E. Jerome McCarthy

Essentials of Marketing: A Marketing Strategy Planning Approach, 18/e (Paperback)

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商品描述

Essentials of Marketing Is Designed to Satisfy Your Needs.

Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:

1.Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.
2.Purpose and purpose orientation. Reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.
3.Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde's episodes on the McGraw-Hill podcast, Marketing Insights.
4.Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning.
5.Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides.

商品描述(中文翻譯)

《行銷學要義》旨在滿足您的需求。

Cannon/Perreault的《行銷學要義》探討了最佳的行銷實踐，將行銷策略與目標客戶需求相結合，使世界變得更美好。從傑瑞·麥卡錫對行銷的四個P的創新分類開始，我們的實用、以研究為基礎的產品一直強調行銷策略規劃。《行銷學要義》第18版強調以下幾個方面：

1.積極學習。通過Smartbook 2.0提供動態、個性化的閱讀體驗，並結合視頻案例、案例分析和應用活動，旨在通過真實場景推動批判性思維和參與度。

2.目的和目的導向。審查組織存在的原因，超越利潤，為利益相關者創造價值，包括客戶、員工、供應商、投資者和社區。

3.多樣性、公平和包容性。在各章節中融入種族正義、多樣性、公平和包容性的關注。受麥格勞希爾播客《行銷洞察》中Shanita Akintonde教授的啟發。

4.行銷分析。更多涵蓋大數據和行銷分析的內容，並持續支持行銷策略規劃。

5.增強的照片、圖像和展示使用。數百張額外的圖片和展示，以增強學生的學習效果。在Connect互動練習和教師的PowerPoint幻燈片中全面融入。

作者簡介

作者：William D. Perreault Jr.
現職：University of North Carolina

作者：Joseph P. Cannon
現職：Colorado State University

作者：E. Jerome McCarthy
現職：Michigan State University

作者簡介(中文翻譯)

作者：William D. Perreault Jr.
現職：北卡羅來納大學

作者：Joseph P. Cannon
現職：科羅拉多州立大學

作者：E. Jerome McCarthy
現職：密西根州立大學

目錄大綱

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Market 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
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Appraisal, Review, and Reflection of Marketing in the 21st Century

目錄大綱(中文翻譯)

第1章：對消費者、企業和社會的市場價值
第2章：市場策略規劃
第3章：評估不斷變化的市場環境中的機會
第4章：通過細分和定位來聚焦市場策略
第5章：最終消費者及其購買行為
第6章：企業和組織客戶及其購買行為
第7章：利用市場信息改善決策
第8章：商品和服務的產品規劃要素
第9章：產品管理和新產品開發
第10章：地點和渠道系統的發展
第11章：分銷客戶服務和物流
第12章：零售商、批發商及其策略規劃
第13章：推廣-綜合營銷傳播簡介
第14章：個人銷售和客戶服務
第15章：廣告和促銷
第16章：宣傳：利用獲得的媒體、自有媒體和社交媒體進行推廣
第17章：定價目標和政策
第18章：商業世界中的價格設定
第19章：對21世紀營銷的評估、回顧和反思

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