by E. Jerome McCarthy, Joseph Cannon, Jr., William Perreault


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 of Essentials 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.

Additional resources further enhance learning, including an online Marketing Plan Coach that helps students create meaningful marketing plans, updated instructor supplements, and Perreault/Cannon's regularly updated teachthe4ps.com and learnthe4ps.com blogs.

Perreault/Cannon's Essentials of Marketing is available through McGraw-Hill Connect®, a subscription-based learning service accessible online through personal computer or tablet. A subscription to Connect includes the following:
•SmartBook® - an adaptive digital version of the course textbook that personalizes the reading experience based on how well students are learning the content.
Access to homework assignments, quizzes, syllabus, notes, reminders, and other important files for the course. Auto-graded assignments in Connect Marketing include iSeeIt! concept animations, video cases, and other application exercises. Contact your Learning Technology Representative for a complete list of assignments by chapter and learning outcome.
Progress dashboards that quickly show students how they are performing on assignments, with tips for improvement.
The option to purchase (for a small fee) a print version of the book. This binder-ready, loose-leaf version includes free shipping.

Complete system requirements to use Connect can be found here.

Table of Contents

Chapter 1. Marketing's Value to Consumers, Firms, and Society
Chapter 2. Marketing Strategy Planning
Chapter 3. Evaluating Opportunities in the Changing Market Environment
Chapter 4. Focusing Marketing Strategy with Segmentation and Positioning
Chapter 5. Final Consumers and Their Buying Behavior
Chapter 6. Business and Organizational Customers and Their Buying Behavior
Chapter 7. Improving Decisions with Marketing Information
Chapter 8. Elements of Product Planning for Goods and Services
Chapter 9. Product Management and New-Product Development
Chapter 10. Place and Development of Channel Systems
Chapter 11. Distribution Customer Service and Logistics
Chapter 12. Retailers, Wholesalers, and Their Strategy Planning
Chapter 13. Promotion-Introduction to Integrated Marketing Communications
Chapter 14. Personal Selling and Customer Service
Chapter 15. Advertising and Sales Promotion
Chapter 16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media
Chapter 17. Pricing Objectives and Policies
Chapter 18. Price Setting in the Business World
Chapter 19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges
APPENDIX A Economics Fundamentals
APPENDIX B Marketing Arithmetic
APPENDIX C Career Planning in Marketing
APPENDIX D HIllside Veterinary Clinic Marketing Plan
BONUS CHAPTER 1 Implementing and Controlling Marketing Plans: Evolution and Revolution (full chapter content accessible online through Connect/SmartBook)
BONUS CHAPTER 2 Managing Marketing's Link with Other Functional Areas (full chapter content accessible online through Connect/SmartBook)

Title: Essentials of Marketing, 15th Edition
Author: E. Jerome McCarthy, Joseph Cannon, Jr., William Perreault
Length: 784 pages
Edition: 15
Language: English
Publisher: McGraw-Hill Education
Publication Date: 2016-01-13
ISBN-10: 1259573532
ISBN-13: 9781259573538