Essentials of Marketing

by William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy

This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices." It builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 11e builds upon its pioneering beginnings that introduced the "four Ps" to the introductory marketing course. Focus of Essentials of Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model. The authors have made ongoing changes to the text to reflect marketing's best practices and ideas. The supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Genres: Business, School, Academic

704 pages, Paperback

First published January 1, 1997

Reviews

[Fahed Al Kerdi]

After the successful "Basic Marketing", McCarthy contributed to another academic book, Essentials of Marketing. To me, the best benefit from this book was understanding the concept of market segmentation and marketing orientation. In addition, this book provided a good definition for 4Ps theory (which is originally developed by McCarthy himself in his previous book: Basic Marketing.

[Olivia]

Hated this book, I probably read it 7 full times this semester. Exams never matched what was in it and every sentence is something either super important or the dumbest most common-sense sentence to ever come out of a humans brain. Waited until I finished the class to review this so I didn’t jinx myself, and trust I came out with that A++++++

[Alma Petterson]

I have passed my class. But I do not like marketing.

[Giannis Papadopoulos]

I used this book for class. It provides a good understanding of the 4Ps for someone with no previous marketing knowledge.

[Damon]

Good and to the point with fantastic real life examples

[Amanda]

Used this book for class. It's helpful and broken down so you can understand all the concepts.

[Than Thanh tran]

I want this document for my studying and I think it is very helpful

[Iman Ben chaibah]

Though a great reference on marketing and this issue is of 2015, but it could have used further updated examples. And for being an international student copy, it was still more focused on US though.