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Marketing’s pillar “Four Ps” framework was first introduced by Jerome McCarthy in the 1960s. Its managerial orientation and practical “How-To-Do-It” strategy planning approach continues wit this newest 15th edition ofEssentials of Marketing: A Marketing Strategy Planning Approach.
Essentials of Marketing?prepares students for success by teaching skills through examples, explanations, frameworks, models, classification systems, cases, and practical ?how-to? techniques geared toward increasing analytical abilities and helping students figure out how to do a superior job of satisfying customers.?Special topics like relationship marketing, international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing are integrated throughout.
- ISBN-10: 1259573532
- ISBN-13: 9781259573538
