Essentials of Marketing: A Marketing Strategy Planning Approach, 18/e (Paperback)
暫譯: 行銷要素：行銷策略規劃方法，第18版（平裝本）

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

Essentials of Marketing: A Marketing Strategy Planning Approach, 18/e (Paperback)

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商品描述

Essentials of Marketing Is Designed to Satisfy Your Needs.

Cannon/Perreault, Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through:

1.Active Learning. Connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with Video Cases, Case Analyses and Application-Based Activities designed to drive critical thinking and engagement through real-word scenarios.
2.Purpose and purpose orientation. Reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities.
3.Diversity, equity, and inclusion. Attention to racial justice, diversity, equity, and inclusion integrated across chapters. Inspired by Professor Shanita Akintonde's episodes on the McGraw-Hill podcast, Marketing Insights.
4.Marketing analytics. Growing coverage of big data and marketing analytics with continued coverage supporting marketing strategy planning.
5.Enhanced use of photos, images, and exhibits. Hundreds of additional images and exhibits to enhance student learning. Incorporated throughout the Connect Interactive exercises and instructor PowerPoint slides.

商品描述(中文翻譯)

行銷的基本要素旨在滿足您的需求。

Cannon/Perreault 的《行銷的基本要素》探討了行銷的最佳實踐，如何使行銷活動滿足目標客戶的需求，讓世界變得更美好。這本書追溯至 Jerry McCarthy 開創性的 4P 行銷分類，我們的實用、基於研究的產品持續強調行銷策略規劃。《行銷的基本要素》第 18 版透過以下方式強調時效性：

1. 主動學習。連結包括 Smartbook 2.0 的活動，提供動態、個性化的閱讀體驗，並結合視頻案例、案例分析和基於應用的活動，旨在透過真實世界的情境促進批判性思維和參與感。
2. 目的與目的導向。檢視組織存在的理由，超越利潤，為利益相關者創造價值，包括客戶、員工、供應商、投資者和社區。
3. 多樣性、公平性與包容性。關注種族正義、多樣性、公平性和包容性，並在各章中整合。靈感來自 Shanita Akintonde 教授在 McGraw-Hill 播客《行銷洞察》中的集數。
4. 行銷分析。對大數據和行銷分析的覆蓋範圍不斷擴大，持續支持行銷策略規劃。
5. 增強照片、圖像和展品的使用。數百張額外的圖像和展品以增強學生的學習，並貫穿於 Connect 互動練習和講師的 PowerPoint 幻燈片中。

作者簡介

作者：William D. Perreault Jr.
現職：University of North Carolina

作者：Joseph P. Cannon
現職：Colorado State University

作者：E. Jerome McCarthy
現職：Michigan State University

作者簡介(中文翻譯)

作者：William D. Perreault Jr.
現職：北卡羅來納大學

作者：Joseph P. Cannon
現職：科羅拉多州立大學

作者：E. Jerome McCarthy
現職：密西根州立大學

目錄大綱

Ch 1 Marketing's Value to Consumers, Firms, and Society
Ch 2 Marketing Strategy Planning
Ch 3 Evaluating Opportunities in the Changing Market Environment
Ch 4 Focusing Marketing Strategy with Segmentation and Positioning
Ch 5 Final Consumers and Their Buying Behavior
Ch 6 Business and Organizational Customers and Their Buying Behavior
Ch 7 Improving Decisions with Marketing Information
Ch 8 Elements of Product Planning for Goods and Services
Ch 9 Product Management and New-Product Development
Ch10 Place and Development of Channel Systems
Ch11 Distribution Customer Service and Logistics
Ch12 Retailers, Wholesalers, and Their Strategy Planning
Ch13 Promotion-Introduction to Integrated Marketing Communications
Ch14 Personal Selling and Customer Service
Ch15 Advertising and Sales Promotion
Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Ch17 Pricing Objectives and Policies
Ch18 Price Setting in the Business World
Ch19 Appraisal, Review, and Reflection of Marketing in the 21st Century

目錄大綱(中文翻譯)

Ch 1 Marketing's Value to Consumers, Firms, and Society

Ch 2 Marketing Strategy Planning

Ch 3 Evaluating Opportunities in the Changing Market Environment

Ch 4 Focusing Marketing Strategy with Segmentation and Positioning

Ch 5 Final Consumers and Their Buying Behavior

Ch 6 Business and Organizational Customers and Their Buying Behavior

Ch 7 Improving Decisions with Marketing Information

Ch 8 Elements of Product Planning for Goods and Services

Ch 9 Product Management and New-Product Development

Ch10 Place and Development of Channel Systems

Ch11 Distribution Customer Service and Logistics

Ch12 Retailers, Wholesalers, and Their Strategy Planning

Ch13 Promotion-Introduction to Integrated Marketing Communications

Ch14 Personal Selling and Customer Service

Ch15 Advertising and Sales Promotion

Ch16 Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Ch17 Pricing Objectives and Policies

Ch18 Price Setting in the Business World

Ch19 Appraisal, Review, and Reflection of Marketing in the 21st Century

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