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Essentials of Marketing: A Marketing Strategy Planning Approach (18版)
作者：
William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy
分類：
參考•考試•教科書
／
高職•二專•四技教科書
叢書系列：商管理工
出版社：
McGraw Hill
出版日期：2023/6/7
ISBN：9781266124983
書籍編號：kk0586630
頁數：796
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Essentials of Marketing: A Marketing Strategy Planning Approach (18版) 內容簡介 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.
作者簡介 William D. Perreault Jr. 現職：University of North Carolina Joseph P. Cannon 現職：Colorado State University E. Jerome McCarthy 現職：Michigan State University
目錄 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
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社區衛生護理學(第十
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升科大四技－設計群專
觀光餐旅業導論總複習
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