Essentials of Marketing A Marketing Strategy Planning Approach

"Essentials of Marketing looks at the best of marketing, where marketing practices meet target customer needs to make the world a better place. Dating back to Jerry McCarthy's ground-breaking categorization of the 4Ps of Marketing, our practical, research-based product continues to emphasize marketing strategy planning. The 18th edition of Essentials of Marketing emphasizes currency through: active learning, connect activities including Smartbook 2.0 providing dynamic, personalized reading experience with video cases, case analyses and application-based activities designed to drive critical thinking and engagement through real-word scenarios, purpose and purpose orientation, reviewing an organization's reason for being that extends beyond profit and creates value for stakeholders, including customers, employees, suppliers, investors, and communities, diversity, equity, and inclusion, attention to racial justice, diversity, equity, and inclusion integrated across chapters." -- provided by publisher.