Overview

Essentials of Marketing pioneered an innovative structure--using the "Four Ps" framework first introduced by Jerome McCarthy-with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. Essentials of Marketing prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical "how-to" techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers. Special topics like services, international marketing, big data, social media, ethics, and more are integrated throughout the text. Additional resources further enhance learning, including new Marketing Analytics: Data to Knowledge exercises in Connect, updated and brand new cases, and completely updated instructor supplements.

ISBN-13

9781259924057

ISBN-10

125992405X

Weight

2.90 Pounds

Dimensions

8.50 x 1.00 x 10.80 In

List Price

$163.99

Edition

16th Edition

Format

-

Language

English

Pages

1536 pages

Publisher

McGraw Hill

Published On

2018-01-29



View All Offers

Sort by:

Condition
Seller
Seller Comments
Price
Used, Good
Seller details
A_TeamBooks
★★★★☆

Conway, AR, USA

Used books may not include access codes or one time use codes. Proven Seller with Excellent Customer...
$37.68

 Free delivery by: 02 Apr 2026

Used, Like New
Seller details
CampusBear
★★★★★

Coppell, TX, USA

Size: 8x1x10; No highlighting. Very minimal wear.
$47.91

 Free delivery by: 02 Apr 2026

Used, Good
Seller details
Bonita
★★★★☆

Santa Clarita, CA, USA

Access codes and supplements are not guaranteed with used items. May be an ex-library book.
$84.19

 Free delivery by: 02 Apr 2026


Bookstores.com relies on cookies to improve your experience.