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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill

What's New

While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.

New Features:

  • Cutting Edge Coverage. Essentials of Marketing, 9e offers coverage and examples of unfolding trends such as value chain concepts, the role of standards in technology markets, ISO 9000, World Trade Organization, Intranets and data warehousing, speed to market, competitive pricing tactics, customer retention and more that keeps the instructors current and students motivated.
  • New Examples. Hundreds of new examples and cases illustrate effective marketing in all sorts of settings, including non profits as well as business that represent a mix of large and small, domestic, and international, high tech and mature industries, consumer and business customers.
  • Interactive PowerPoint Slides. Completely redesigned slides in the Interactive PowerPoint package provide hundreds of teaching PowerPoints. In addition to traditional slides, there are also interactive exercises, video clips, advertisements, and info-graphics designed to stimulate discussion and underscore text concepts. These PowerPoints are found on the Instructor's CD and are also downloadable from the Four Ps website. The website also contains an additional PowerPoint archive which includes PowerPoint slides created from every ad, photo, and illustration included in the text, plus seventy-five additional ads.
  • Integrated E-Commerce Coverage. This edition analyzes how developments in e-Commerce impact marketing thinking and marketing action and provides a comprehensive discussion of marketing lessons learned from both the successes and failures of companies, including the dot.coms, in the new economy. This gives students a more complete picture about the consequences of e-Commerce on business today.
  • Customer Relationship Management. As CRM is an essential force behind almost every business decision, it is integrated throughout the book. The important new perspectives that evolve from customer relationship management (CRM) strategies and tools, and how they relate to concepts such as customer equity, customer acquisition, and retention costs are featured throughout.
  • Market Environment Trends. Thorough, integrated coverage of major shifts in the market environment faced by firms--ranging from the important new role of strategic partnerships and challenges of increasing cultural diversity in societies to consolidation of the marketing research industry and the increasing power of corporate retail chains. This coverage exposes students to realistic conditions companies are currently experiencing.




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