First Looks: Essentials of Marketing

Feb 12th, 2019 Filed under: Managerial Economics and Business Strategy — Economic Author

The Lowest Price we could find is  $85.00

This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Your customers can trust that this new edition of Essentials of Marketing 12e and all of the other teaching and learning materials that accompany it will satisfy your customers needs.

Building on Pioneering Strengths
This author team pioneered an innovative structure using the four Ps with a managerial approachfor the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs. Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes 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 marketings best practices and ideas.

Whats different about Basic Marketing?
The success of this franchise is not the result of a single strengthor one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The texts four Ps framework, managerial orientation, and strategy planning focus have proved to be foundation pillars that are remarkably robust for supporting new developments in the field and innovations in the text and package.
1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples, explanations, frameworks, models, classification systems, cases, and how-to-do-it techniques that relate to our overall framework for marketing strategy planning. Similarly, the Marketing Plan Coach on the Student CD and the text website helps students see how to create marketing plans. Taken together, these items speed the development of marketing sense and enable the student to analyze marketing situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
2. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat special topicslike relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketingin separate chapters. The authors deliberatively avoid doing that because they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
3. The comprehensive package of materials gives your customer the flexibility to teach marketing their way or for the student, the ability to earn marketing their way.


This text book was filled with spelling errors, spacing errors, characters (numbers and letters) floating randomly on the pages, etc. For example:

the book refers to E*trade.corn


A sentence reads; “The needs of a target market often vit.tually determine the nature of an appropriate marketing mix.”

Other sentences: “Predict what types of bikes-handlebar styles and the types of wheeb, brakes, and materials…”
“Determine where in the world these bike riders a re and how to get the firms’s bikes to them.” “To keep growth gomg, Silverman expanded distribution to reach new markets in Europe.”

h’s and b’s are mixed up

I read through the second chapter and I can say, without exaggeration, that 90% of the paragraphs have at least one – usually more than one – of these errors.

I sent the text back – waiting for my refund.

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