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Synopsis 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 new Marketing Analytics: Data to Knowledge exercises in Connect, an updated Hillside Veterinary Clinic marketing plan, and completely updated instructor supplements.

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. 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.