What's unique about Essentials of Marketing?
The four Ps framework, managerial orientation, and strategy planning focus have proven to be foundational pillars that are remarkably robust for supporting new developments in the field and
innovations in the text and package.
1. Essentials of Marketing teaches students analytical abilities and how-to-do-it skills that prepare them for success. The author team has deliberately included a variety of examples,
explanations, frameworks, models, classification systems, cases, and how-to-do-it techniques that relate to our overall framework for marketing strategy planning. Similarly, the online
Marketing Plan Coach helps students see how to create marketing plans. Taken together, these items speed the development of marketing sense and enable the student to analyze marketing
situations and develop marketing plans in a confident and meaningful way. They are practical and they work.
2. The authors emphasize careful integration of special topics. Some textbooks treat special topic like relationship marketing, international marketing, services marketing, marketing and the
Internet, marketing for nonprofit organizations, marketing ethics, social issues, and business-to-business marketing in separate chapters. The authors deliberatively avoid doing that because
they are convinced that treating such topics separately leads to an unfortunate compartmentalization of ideas.
3. The comprehensive package of materials gives instructors the flexibility to teach marketing their way or for the student, the ability to learn marketing their way.
