Essentials of Marketing: A Marketing Strategy Planning Approach (18版)

　　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.

作者簡介

William D. Perreault Jr.

　　現職：University of North Carolina

Joseph P. Cannon
　
　　現職：Colorado State University

E. Jerome McCarthy

　　現職：Michigan State University