Built on a strong foundation, Basic Marketing 19e with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent "best practices," and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
Table of Contents
Chapter 1: Marketing’s Value to Consumers, Firms, and Society Chapter 2: Marketing Strategy Planning Chapter 3: Evaluating Opportunities in the Changing Marketing Environment Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning Chapter 5: Final Consumers and Their Buying Behavior Chapter 6: Business and Organizational Customers and Their Buying Behavior Chapter 7: Improving Decisions with Marketing Information Chapter 8: Elements of Product Planning for Goods and Services Chapter 9: Product Management and New-Product Development Chapter 10: Place and Development of Channel Systems Chapter 11: Distribution Customer Service and Logistics Chapter 12: Retailers, Wholesalers, and Their Strategy Planning Chapter 13: Promotion—Introduction to Integrated Marketing Communications Chapter 14: Personal Selling and Customer Service Chapter 15: Advertising, Publicity, and Sales Promotion Chapter 16: Pricing Objectives and Policies Chapter 17: Price Setting in the Business World Chapter 18: Implementing and Controlling Marketing Plans: Evolution and Revolution Chapter 19: Managing Marketing’s Link with Other Functional Areas Chapter 20: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A: Economics Fundamentals Appendix B: Marketing Arithmetic Appendix C: Career Planning in Marketing
