<本書特色>
Course: Essentials of Marketing fits Principles of Marketing, also known as Introduction to Marketing, at both 2-year and 4-year schools. It is usually the very first Marketing course taken. Essentials of Marketing is appropriate for the undergraduate curriculum or the first marketing course in the MBA curriculum.
The Four Ps. Clear interesting and authoritative coverage of all the basics of marketing, organized using the four Ps framework and a managerial strategy planning focus.
Marketing Strategy Process Planning Model. We have enhanced the clarity of content organization through this model which shows how each chapter's material fits into the "big picture." This builds on a long-time strength of Basic Marketing, helping students integrate key marketing concepts.
Integration of Special Topics. Careful incorporation of special topics such as e-commerce, marketing relationships, ethics and social responsibility, marketing over the Internet, and the marketing of services. These concepts cut across the marketing fabric and must be understood in this broader context for effective marketing strategy planning.
Comprehensive Supplements. A flexible set of teaching and learning materials that help instructors meet their objectives and students efficiently learn marketing concepts.
Author Commitment. Maintains an author team dedicated to continuous quality improvement that meets student and instructor needs.
Beneficial Web Resources. Internet exercises that are more than an excuse to go to the web - they demonstrate key concepts from each chapter.
Brand new features in Connect' Marketing, McGraw-Hill's web-based assignment and assessment platform connect you and your students to the coursework, including LearnSmart, an adaptive student study partner. Popular Interactive Applications provided for each chapter of the textbook have been retained and show students how to "do" marketing, stimulate critical thinking, and reinforce key concepts. Students receive immediate feedback and can track their progress in their own report.
Social media community for instructors and students: New with this edition are a twitter feed and facebook page that support both instructors and students. The authors also continue to post to a blog (Teach the 4 Ps, www.teachthe4ps.com) tied to the text's monthly newsletters where instructors can access videos, cases, and current articles to use in class discussion. The blog is continuously updated and features a comments section where professors can interact with the authors and each other. A student version, Learn the 4 Ps (www.learnthe4ps.com), is also available.
New Cases: In order to keep the course material fresh, all of the cases at the back of the book have been updated, edited, revised, and/or replaced with new ones.
New Videos: Eight new full-length videos and video cases for use in class-to increase student involvement. These are in addition to the more than 135 video clips and 27 full-length videos that already exist with the text
<章節目錄>
Chapter 1: Marketing's Value to Customers, 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: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
Appendix A - Economics Fundamentals
Appendix B - Marketing Arithmetic
Appendix C - Career Planning in Marketing
