Essentials of Marketing 12th edition

出版者:McGraw-Hill/Irwin

作者:perreault, William D., Jr., Ph.D./ Cannon, Joseph P., Ph.D./ McCarthy, E. Jerome

页数:736 pages

出版时间:2009-10-21

价格:$154.66

isbn号码:9780077216436

具体描述

This book is about marketing and marketing strategy planning. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. Your customers can trust that this new edition of Essentials of Marketing 12e– and all of the other teaching and learning materials that accompany it – will satisfy your customers’ needs.

Building on Pioneering Strengths

This author team pioneered an innovative structure— using the “four Ps” 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 ideas about marketing so that readers could both understand and apply them. The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs. Over many editions of Basic Marketing and Essentials of Marketing, there have been constant changes in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas.

What’s different about Basic Marketing?

The success of this franchise is not the result of a single strength—or one long-lasting innovation. Other text books have adopted the four Ps framework and the Perreault author team has continuously improved the book. The text’s four Ps framework, managerial orientation, and strategy planning focus have proved to be foundation 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 Marketing Plan Coach on the Student CD and the text website 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. As opposed to many other marketing text books, the authors emphasize careful integration of special topics. Some textbooks treat “special” topics—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 your customer the flexibility to teach marketing their way– or for the student, the ability to earn marketing their way.

用户评价

这本书的价值感是毋庸置疑的，它成功地平衡了经典理论的稳固性和对新兴数字营销趋势的敏锐捕捉。与市面上那些只关注社交媒体热点、内容稍纵即逝的营销书籍不同，它首先建立了一个坚不可摧的底层商业逻辑。例如，在讨论如何制定社交媒体策略时，作者没有直接教你如何发“爆款”内容，而是先回归到品牌定位、目标受众画像和价值主张的构建，确保所有数字化的动作都是为了服务于核心的营销目标。关于可持续发展和伦理营销的章节尤其让我耳目一新，这体现了作者超越纯粹商业利益的视野，引导读者思考企业对社会应负的责任，这在当下这个日益注重企业社会责任（CSR）的时代背景下显得尤为重要和及时。整本书的气质是非常严肃且负责任的，它不是教你“营销技巧”，而是教你如何建立一套系统、长久、能够适应未来变革的“营销思维体系”。买这本书，投资的是对营销学科全面而深入的理解，而不是短暂的潮流指南。

这本书的包装和印刷质量简直是教科书中的典范，拿到手里沉甸甸的，那种厚实感和纸张的质感让人心情舒畅。内页的排版设计非常考究，虽然内容是偏学术和理论的，但阅读起来却丝毫没有枯燥感。大量的图表、案例分析的配图和色块区分做得恰到好处，使得复杂的营销流程和概念能够被视觉化地吸收。我尤其欣赏它对章节结构的处理，知识点的逻辑递进非常清晰，从宏观的市场环境分析到微观的消费者行为研究，再到具体的营销组合策略，每一步都衔接得天衣无缝。即便是第一次接触营销学的读者，也能通过这种结构化的呈现方式，建立起一个稳固的知识框架。封面设计虽然传统，但那种经典感反而给人一种可靠的信赖感，就像一本值得信赖的工具书，而不是那种追求时尚感却内容空泛的读物。装帧的坚固度看起来也很耐用，应付我这种需要频繁翻阅、甚至可能在咖啡馆和图书馆里被揉搓的“重度使用者”来说，绝对没问题，这对于需要长期学习和参考的教材来说，是至关重要的加分项。

我必须得坦诚，这本书的内容密度实在太高了，对于时间紧张的学生或者在职人士来说，一次性读完并完全消化所有知识点，绝对是一项挑战。每一个主题的讲解都极其详尽，几乎把所有相关的学术流派、经典文献都囊括进去了，这既是它的优点，也是一个潜在的阅读障碍。我发现自己不得不频繁地使用书签和高亮笔，因为一不留神错过了一段关于统计方法或是计量模型的小注释，可能就会影响对后续更复杂概念的理解。例如，关于消费者决策过程那部分，它深入到神经科学对购买行为的影响，引用了最新的认知心理学研究，这些内容非常前沿，但对基础薄弱的人来说，可能需要额外的辅导资料来辅助理解。不过，正因为这种“超载”的内容量，这本书的参考价值变得无可替代，它几乎可以充当一个小型营销学科的百科全书，确保你在撰写任何重要的市场分析报告或毕业论文时，都能找到最权威、最全面的理论支撑和数据来源。

这本书在理论深度上的挖掘确实令人印象深刻，它不仅仅是罗列了市场营销的常见理论模型，而是深入剖析了这些模型背后的逻辑和演变过程。比如，在阐述需求层次理论时，作者没有止步于简单的介绍，而是结合了当前数字时代消费升级的背景，探讨了传统理论在现代语境下的局限性和修正方向，这种批判性思维的引导对于培养未来营销人才至关重要。我花了大量时间去研究其中关于市场细分和定位策略的部分，书中提供了许多不同行业、不同规模企业的实际操作案例，从如何利用大数据进行超精细化细分，到如何在红海市场中通过差异化重塑品牌价值，论述得鞭辟入里。很多章节的结尾处都设置了“反思与讨论”环节，这些问题往往直击要害，促使读者跳出书本的框架，主动思考现实世界中的复杂性。对于有一定基础的从业者来说，这本书提供的理论支撑和前沿视角，绝对能帮助他们把日常的战术操作提升到战略层面去审视。

这本书的阅读体验可以说是“知行合一”的完美实践。它的案例选择非常国际化，涵盖了消费品、高科技、服务业甚至非营利组织，这极大地拓宽了我的视野，让我意识到营销的普适性和变通性。让我印象特别深刻的是关于整合营销传播（IMC）的那几个章节，作者没有用干巴巴的术语堆砌，而是用了一个贯穿全书的虚拟品牌从零开始建立市场地位的连续案例，详细展示了如何将广告、公关、数字营销、体验营销等所有触点进行无缝对接，真正实现“1+1>2”的效果。每当读到一个新的理论点，紧接着就能在案例中找到其应用的活生生例子，这种即时反馈机制极大地增强了学习的兴趣和记忆的牢固度。我甚至能想象到，如果我拿着这本书去指导一个初创团队，完全可以按照书中的步骤，一步步搭建起自己的营销体系，可见其实用性和指导性之强。它就像一位经验丰富但又紧跟时代步伐的导师，手把手地教你如何将理论转化为实实在在的市场业绩。

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