This title is being sold in the downloadable VitalBook™ format.
Basic Marketing 16e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. The unifying focus of Basic 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. Over many editions there has been constant change 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. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
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Table of Contents
- Front Matter
- CHAPTER ONE: Marketing's Value to Consumers, Firms, and Society
- CHAPTER TWO: Marketing Strategy Planning
- CHAPTER THREE: Focusing Marketing Strategy with Segmentation and Positioning
- CHAPTER FOUR: Evaluating Opportunities in the Changing Marketing Environment
- CHAPTER FIVE: Demographic Dimensions of Global Consumer Markets
- CHAPTER SIX: Final Consumers and Their Buying Behavior
- CHAPTER SEVEN: Business and Organizational Customers and Their Buying Behavior
- CHAPTER EIGHT: Improving Decisions with Marketing Information
- CHAPTER NINE: Elements of Product Planning for Goods and Services
- CHAPTER TEN: Product Management and New-Product Development
- CHAPTER ELEVEN: Place and Development of Channel Systems
- CHAPTER TWELVE: Distribution Customer Service and Logistics
- CHAPTER THIRTEEN: Retailers, Wholesalers, and Their Strategy Planning
- CHAPTER FOURTEEN: Promotion—Introduction to Integrated Marketing Communications
- CHAPTER FIFTEEN: Personal Selling and Customer Service
- CHAPTER SIXTEEN: Advertising and Sales Promotion
- CHAPTER SEVENTEEN: Pricing Objectives and Policies
- CHAPTER EIGHTEEN: Price Setting in the Business World
- CHAPTER NINETEEN: Implementing and Controlling Marketing Plans: Evolution and Revolution
- CHAPTER TWENTY: Managing Marketing's Link with Other Functional Areas
- CHAPTER TWENTY-ONE: Developing Innovative Marketing Plans
- CHAPTER TWENTY-TWO: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
- Back Matter
