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Product details
Brand New
Identical Content with US Edition
Paperback: 770 pages
Publisher: McGraw-Hill Education; 16 edition (15 Mar. 2018)
Language: English
ISBN-10: 1260092127
ISBN-13: 9781260092127
Product Dimensions: 21.6 x 2.5 x 27.4 cm
Alternative US Edition For Reference Only
ISBN-10: 126040532X
ISBN-13: 9781260405323
Description
Essentials of Marketing pioneered an innovative structure―using the “Four Ps” framework first introduced by Jerome McCarthy―with a managerial approach. The 16th edition continues to build both the logic of the Four Ps and its strategy planning approach to support new developments in the field. 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.