Essentials of Marketing: A Marketing Strategy Planning Approach – William D. Perreault, Joseph P. Cannon, E. Jerome Mccarthy – 15th Edition

This book is about marketing and planning marketing strategies. At its core, planning marketing strategy is about figuring out how to do a superior job of satisfying customers. We take that point of view seriously and believe in practicing what that we preach. Therefore, you can be confident that this new edition of Essentials of Marketing, and all the other accompanying teaching and learning materials, will meet your needs. We are excited about this 15th edition of Essentials of Marketing and look forward to that you are too.

In developing this edition, we have made hundreds of large and small additions, changes, and improvements to the text and all accompanying supporting materials. We’ll highlight some of those changes in this preface, but first some background on the evolution of Essentials of Marketing.
Leveraging Pioneering Strengths Essentials of Marketing pioneered an innovative framework, using the “Four Ps” (Product, Price, Promotion, and Place) with a managerial approach, for the introductory marketing course.

It quickly became one of the most widely used business textbooks ever published because it organized the best marketing ideas so readers could understand and apply them. The unifying focus of these ideas is: how does a marketing manager decide which customers to target and how best to meet their needs? Through many editions of Essentials of Marketing, there have been constant changes in the marketing management and market environment. As a result, we have made ongoing changes to the text to reflect best marketing practices and ideas. Throughout all these changes, Essentials of Marketing and its accompanying support materials have been used more widely than any other introductory marketing courseware. It is gratifying that the Four Ps framework has proven to be an organizational structure that has worked well for millions of students and faculty.

The success of Essentials of Marketing is not the result of a single strength, or a lasting innovation. Other textbooks have adopted our Four Ps framework and we have continually improved the book. And the text’s Four P framework, managerial guidance, and strategic planning approach have proven to be foundational pillars that are remarkably strong in supporting new developments in the field and innovations in text and packaging. Therefore, with each new edition of Essentials of Marketing we have continued to innovate to better meet the needs of students and faculty. In fact, we’ve made continuous changes to the way we develop the Four P logic and marketing strategy planning process.

However, as always, our goal is to provide high-quality, flexible text and comprehensive, reliable support material options, so instructors and students can achieve their learning goals