Essentials of Marketing: A Global-Managerial Approach
丛 书 名：McGraw-Hill/Irwin series in marketing
版本说明：10th ed.
I S B N：(纸本) 9780072935899
出 版 社：Irwin
出 版 年：2006年
页 数：xl, 638, [34] p. :页
主 题 词：Marketing.
学科分类：12[管理学] 1201[管理学-管理科学与工程(可授管理学、工学学位)]
摘 要：This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Your customers can trust that this new edition of Essentials of Marketing 12e- and all of the other teaching and learning materials that accompany it - will satisfy your customers needs. Building on Pioneering Strengths This author team pioneered an innovative structure-- using the four Ps with a managerial approach--for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs. Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing s best practices and ideas. What s different about Basic Marketing? The success of this franchise is not the result of a single strength--or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text s four Ps framework, managerial orientation, and strategy planning focus have proved to be foundation pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package. 1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team