BASIC MARKETING

18th Auflage
ISBN: 978-0-07-122110-8
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 832 Seiten, Format (B × H): 217 mm x 276 mm, Gewicht: 1679 g

Reihe: McGraw-Hill International Editions

Focuses 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 text intends to reflect marketing's best practices and ideas. It extends the strategy planning approach, integrating concepts with the marketing strategy planning model.

Autoren/Hrsg.

Perreault, Jr., William

Perreault, William D.

Cannon, Joseph

Cannon, Joseph P.

Mccarthy, E. Jerome

McCarty, E. Jerome

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing

Inhaltsverzeichnis

1 Marketing’s Value to Consumers, Firms, and Society2 Marketing Strategy Planning3 Evaluating Opportunities in the Changing Marketing Environment4 Focusing Marketing Strategy with Segmentation and Positioning5 Demographic Dimensions of Global Consumer Markets6 Final Consumers and Their Buying Behavior7 Business and Organizational Customers and Their Buying Behavior8 Improving Decisions with Marketing Information9 Elements of Product Planning for Goods and Services10 Product Management and New-Product Development11 Place and Development of Channel Systems12 Distribution Customer Service and Logistics13 Retailers, Wholesalers, and Their Strategy Planning14 Promotion—Introduction to Integrated Marketing Communications15 Personal Selling and Customer Service16 Advertising, Publicity, and Sales Promotion17 Pricing Objectives and Policies18 Price Setting in the Business World19 Implementing and Controlling Marketing Plans: Evolution and Revolution20 Managing Marketing’s Link with Other Functional Areas21 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A Economics FundamentalsAppendix B Marketing ArithmeticAppendix C Career Planning in Marketing

Über Autor(innen)

Perreault, Jr., William
William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Mccarthy, E. Jerome
E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. After earning a Ph.D. at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators.Dr. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"product, place, promotion, and price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm.

Cannon, Joseph
Joseph P. Cannon is a Dean's Distinguished Teaching Fellow and Professor of Marketing at Colorado State University. He has taught at many institutions, and he has received several teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, Journal of Marketing Research, and the Journal of the Academy of Marketing Science, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational issues. Dr. Cannon has served on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, and others. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Associations Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.

Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.