ISE EBook Online Access for Essentials of Marketing 17th edition by William Perreault, Joseph Cannon, Jerome McCarthy ISBN 1260570916 978-1260570915

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Product details:

ISBN 10: 1260570916
ISBN 13: 978-1260570915
Author:  William Perreault, Joseph Cannon, Jerome McCarthy

SBN: 9781260570915 is an International Student Edition of Essentials of Marketing 17th Edition by: William D. Perreault, Joseph P. Cannon, E. Jerome. This ISBN: 9781260570915 is Textbook only. It will not come with online access code. Online Access code (should only be purchased when required by an instructor ) sold separately at other ISBN The content of of this title on all formats are the same. Perreault’s Essentials of Marketing 17e looks at the best of marketing, where marketing practices meet target customer needs and 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. There are several big changes to this edition of Essentials of Marketing and hundreds of smaller ones. The many dramatic changes in the market environment and marketing strategy are reflected throughout the print, digital and supplemental package. Additionally, each revision of Essentials of Marketing has a few key themes that we incorporate based on the needs of the market and reviewer feedback. In 17e, we have incorporated (1) NEW marketing for a better world (#M4BW), (2) marketing analytics, (3) active learning, and (4) currency. The following page provides a brief overview of these themes: SupportAtEveryStep.”

ISE EBook Online Access for Essentials of Marketing 17th Table of contents:

Preface

• How to Use This eBook
• The Evolution of Marketing in the Digital Age
• Overview of the Essentials of Marketing

Chapter 1: Marketing in a Changing World

• The Role of Marketing in Business
• Marketing’s Impact on Society and Culture
• The Changing Nature of Marketing and Consumer Behavior
• Marketing and Technology in the 21st Century

Chapter 2: Marketing Strategy and Planning

• The Strategic Role of Marketing in Business
• Marketing Management and Marketing Strategy
• The Marketing Planning Process
• Setting Marketing Goals and Objectives

Chapter 3: Consumer Behavior

• Understanding Consumer Decision-Making
• Psychological, Social, and Cultural Factors Affecting Consumer Behavior
• Segmentation, Targeting, and Positioning
• Understanding Consumer Needs and Wants

Chapter 4: Marketing Research

• The Role of Marketing Research in Decision Making
• The Marketing Research Process
• Data Collection Methods: Surveys, Focus Groups, Observations
• Analyzing and Interpreting Marketing Data

Chapter 5: Segmentation, Targeting, and Positioning

• The Process of Market Segmentation
• Evaluating and Selecting Target Markets
• Positioning Strategies for Products and Brands
• Building Brand Equity through Positioning

Chapter 6: Products and Services

• The Product Life Cycle: Introduction, Growth, Maturity, and Decline
• New Product Development and Innovation
• Product Strategies for Market Success
• Managing Services Marketing and Customer Experience

Chapter 7: Pricing Strategies

• Factors Affecting Pricing Decisions
• Pricing Models: Cost-Based, Value-Based, and Competition-Based
• Psychological Pricing and Price Sensitivity
• Setting and Adjusting Prices for Different Markets

Chapter 8: Distribution Channels

• The Role of Distribution in the Marketing Mix
• Types of Distribution Channels: Direct and Indirect
• Retailers, Wholesalers, and the Role of E-commerce
• Managing Channel Relationships and Logistics

Chapter 9: Integrated Marketing Communications

• The Importance of Communication in Marketing
• Advertising, Sales Promotion, Public Relations, and Personal Selling
• Developing an Integrated Marketing Communications Plan
• Digital Marketing and Social Media in IMC

Chapter 10: Digital and Social Media Marketing

• The Digital Marketing Landscape
• Search Engine Optimization (SEO) and Search Engine Marketing (SEM)
• Social Media Marketing Strategies and Tools
• Measuring Success in Digital Marketing Campaigns

Chapter 11: Marketing Ethics and Social Responsibility

• The Ethical Responsibilities of Marketers
• Corporate Social Responsibility and Sustainable Marketing Practices
• Legal and Regulatory Issues in Marketing
• Marketing’s Impact on Society and the Environment

Chapter 12: Global Marketing

• The Challenges and Opportunities in Global Marketing
• Cultural Considerations in International Marketing
• Strategies for Entering Global Markets
• Global Branding and Global Distribution

Chapter 13: Marketing Strategy and Competitive Advantage

• The Role of Competitive Analysis in Marketing Strategy
• Building Sustainable Competitive Advantage
• Strategic Marketing and Innovation
• Using Data and Analytics for Competitive Advantage

Chapter 14: The Future of Marketing

• Emerging Marketing Trends and Technologies
• The Role of Artificial Intelligence and Big Data in Marketing
• Personalization and Predictive Marketing
• Preparing for the Future of Marketing in a Changing World

Conclusion

• Key Takeaways from Essentials of Marketing
• How to Implement Marketing Principles in Real-World Scenarios
• Future Considerations in Marketing Strategy

Glossary

• Definitions of Key Marketing Terms

References

• Additional Reading and Resources

Index

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