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


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