Essentials of Marketing (18th Edition) - Perreault - eBook

**Essentials of Marketing, 18th Edition** by Joseph P. Cannon, William D. Perreault, Jr., and E. Jerome McCarthy offers a comprehensive exploration of modern marketing practices, emphasizing how strategies are carefully tailored to meet diverse customer needs and contribute to a better world. Building on Jerry McCarthy’s foundational 4Ps framework (Product, Price, Place, Promotion), this research-driven text equips readers with practical tools for effective marketing strategy development.

This edition highlights the importance of staying current with evolving market trends, technologies, and consumer behaviors. It focuses on real-world application, making it valuable for both students and marketing professionals.

Key features of the 18th edition include:

- **Active Learning:** Interactive tools such as Smartbook 2.0, Video Cases, Case Analyses, and Application-Based Activities engage readers and promote critical thinking through real-life scenarios.
- **Purpose-Driven Marketing:** Emphasizes an organization’s mission beyond profit, focusing on creating value for customers, employees, suppliers, investors, and communities.
- **Commitment to Diversity, Equity, and Inclusion:** Integrates themes of racial justice and inclusivity throughout the content, inspired by insights from Professor Shanita Akintonde’s Marketing Insights podcast series.
- **Marketing Analytics:** Expanded coverage of big data and analytics supports informed decision-making and strategic planning.
- **Enhanced Visual Learning:** Additional images and exhibits enrich the educational experience.

This edition is available as an eBook in PDF format, with International Student Edition (ISE) and North American versions containing identical content.

**eBook Details:**
- **Authors:** Joseph P. Cannon, William D. Perreault, Jr., E. Jerome McCarthy
- **Format:** PDF
- **Publisher:** McGraw-Hill Education; 18th edition
- **Language:** English
- **ISBN-10:** 1266124985, 126616846X, 1264710410
- **ISBN-13:** 9781266842207, 9781266168468, 9781266124983

*Note: This sale includes only the eBook (PDF) version without any access codes.*

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