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by William D Perreault Jr (Author), Joseph P Cannon Assistant Professor (Author), E Jerome McCarthy (Author)
Essentials of Marketing pioneered an innovative structureusing the Four Ps framework first introduced by Jerome McCarthywith a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical how-to techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like services, international marketing, big data, social media, ethics, and more are integrated throughout. Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements. Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet
Loose Leaf: 768 pages
Publisher: McGraw-Hill College; 16th ed. edition (Jan. 29 2018)
Language: English
ISBN-10: 125992405X
ISBN-13: 978-1259924057
