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Essentials of Marketing: A Marketing Strategy Planning Approach
Marketing's pillar "Four Ps" framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical "How-To-Do-It" strategy planning approach continues wit this newest 15th edition of Essentials of Marketing: A Marketing Strategy Planning Approach.
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 relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.
Additional resources further enhance learning, including an online Marketing Plan Coach that helps students create meaningful marketing plans, updated instructor supplements, and Perreault/Cannon's regularly updated teachthe4ps.com and learnthe4ps.com blogs.
Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect(R), a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:
- SmartBook(R) - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
- Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
- Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
- The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.
Complete system requirements to use Connect can be found here.
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 relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.
Additional resources further enhance learning, including an online Marketing Plan Coach that helps students create meaningful marketing plans, updated instructor supplements, and Perreault/Cannon's regularly updated teachthe4ps.com and learnthe4ps.com blogs.
Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect(R), a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:
- SmartBook(R) - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
- Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
- Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
- The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.
Complete system requirements to use Connect can be found here.
784 pages, Unbound
First published March 18, 2014
1 person is currently reading
29 people want to read
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Displaying 1 - 2 of 2 reviews
May 7, 2021
What can I saw, it’s a textbook about marketing. As far as textbooks go, the content is excellent, easy to grasp, and well organized.
As far as a DIGITAL textbook goes.... it is not a good digital book. It is difficult to search and it is not very well organized. If at all possible, read a paperback copy!
As far as a DIGITAL textbook goes.... it is not a good digital book. It is difficult to search and it is not very well organized. If at all possible, read a paperback copy!
December 6, 2018
4 stars. The only reason I was able to pass marketing. The professor taught me 0% while this book taught me 100%, might as well just not gone to class and stayed at home just reading this.
Displaying 1 - 2 of 2 reviews