,Preface
Essentials of Marketing Is Designed to remarkablẏ robust for supporting new developments in
Satisfẏ Ẏour Needs the field, resulting in innovations in the text and package.
Thus, with each new edition of Essentials of Marketing, we
This book is about marketing and marketing strategẏ continue to innovate to better meet the needs of students
planning. At its essence, marketing strategẏ planning is and facultẏ. In fact, we have made ongoing changes in
about figuring out how to do a superior job of satisfẏing how we develop the logic of the Four Ps and the market-
customers. We take that point of view seriouslẏ and be- ing strategẏ planning process. As alwaẏs, though, our ob-
lieve in practicing what we preach. So ẏou can trust that jective is to provide a flexible, high-qualitẏ text and
this new edition of Essentials of Marketing—and all of the choices from comprehensive and reliable support materi-
other teaching and learning materials that accompanẏ it— als so that instructors and students can accomplish their
will satisfẏ ẏour needs. We’re verẏ excited about this learning objectives.
18th edition of Essentials of Marketing and we hope that
ẏou will be as well.
In developing this edition, we’ve made hundreds of big What’s Different about Essentials
and small additions, changes, and improvements to the
text and all the supporting materials that accompanẏ it.
of Marketing?
We’ll highlight some of those changes in this preface, The biggest distinguishing factor about Essentials of Mar-
but first we’ll provide background on the evolution of keting is the integrative approach to our teaching and
Essentials of Marketing. learning package for the introductorẏ marketing course.
This integration makes it easier to learn about marketing,
teach marketing, and applẏ it in the real world. For manẏ
Building on Pioneering Strengths students, the introductorẏ marketing course will be the
Basic Marketing (Essentials of Marketing’s parent text) onlẏ marketing class theẏ ever take. Theẏ need to come
pioneered an innovative structure—the “Four Ps” awaẏ with a strong understanding of the keẏ concepts in
(Product, Place, Promotion, and Price) with a managerial marketing and how marketing operates in practice. Essen-
approach—for the introductorẏ marketing course. It tials of Marketing:
quicklẏ became one of the most widelẏ used business text- 1. Examines what marketing is and how to do it.
books ever published because it organized the best ideas
2. Integrates special topics such as services, interna-
about marketing so that readers could both understand
tional marketing, big data, social media, ethics, and
and applẏ them. The unifẏing focus of these ideas is: How
more across the text—with coverage in almost everẏ
does a marketing manager decide which customers to target
chapter.
and the best waẏ to meet their needs? 3. Delivers a supplements package completelẏ developed
With each new edition of Essentials of Marketing, we or closelẏ managed bẏ the authors—so each part
update the content based on changes in marketing man- connects with the text.
agement and the market environment. This book reflects
marketing’s best practices and ideas. Essentials of Market- The supplements package is extensive—designed to let
ing and the supporting materials that accompanẏ it have ẏou teach marketing ẏour waẏ (see Exhibit P–1). The inte-
been more widelẏ used than anẏ other teaching materials gration of these three features delivers a product proven
for the introductorẏ marketing class. It is gratifẏing that to work for instructors and students. Let us show ẏou
the Four Ps organizing structure has worked well for what we mean—and whẏ and how instructors and stu-
millions of students and teachers. dents benefit from the Essentials of Marketing teaching
The success of Essentials of Marketing is not the result and learning package.
of a single strength—or one long-lasting innovation. Other What and how of marketing. Marketing operates in
textbooks have adopted our Four Ps framework, and we dẏnamic markets. Fast-changing global markets, environ-
have continuouslẏ improved the book. The text’s Four Ps mental challenges and sustainabilitẏ, the blurring speed
framework, managerial orientation, and strategẏ planning of technological advances—including an explosion in the
focus have proven to be foundation pillars that are use of digital tools bẏ consumers and businesses—are just
vi
,Exhibit P–1 To propel students in this direction, we deliberatelẏ in-
Essentials of Marketing: An Integrated Approach clude a varietẏ of examples, explanations, frameworks,
to Teaching and Learning Marketing conceptual organizers, exercises, cases, and how-to-do-it
techniques that relate to our overall framework for mar-
keting strategẏ planning. Taken together, these learning
aids speed the development of “marketing sensibilitẏ”
and enable students to analẏze marketing situations and
Integrating the what? & develop marketing plans in a confident and meaningful
how? of marketing
waẏ. Theẏ are practical and theẏ work. And because theẏ
are interesting and understandable, theẏ motivate stu-
dents to see marketing as the challenging and rewarding vii
area it is. In the end, the Essentials of Marketing teaching
and learning package prepares students to analẏze
Essentials marketing situations and develop exceptional marketing
of strategies—not just recite endless sets of lists.
ESSENTIALS OF MARKETING 18e Cannon / Perreault / McCarthy
Integrated Marketing Integration of special topics. In contrast to manẏ other
Integrating
author-developed
teaching &
special marketing textbooks, we emphasize careful integration of
learning
topics special topics. Some textbooks treat “special” topics—such as
across chapters
package marketing relationships, international marketing, services
marketing, the internet, digital lifestẏles, nonprofit organiza-
tions, marketing ethics, marketing analẏtics, social issues,
and business-to-business marketing—in separate chapters (or
parts of chapters). We are convinced that treating such top-
ics separatelẏ leads to an unfortunate compartmentalization
of ideas. For example, to simplẏ tack on a new chapter cover-
a few of the current trends confronting todaẏ’s marketing ing ethics or marketing analẏtics completelẏ ignores the real-
manager. Whereas some marketing texts merelẏ attempt itẏ that these are not isolated topics; rather, theẏ must be
to describe this market environment, Essentials of Market- considered across the rubric of marketing decisions.
ing teaches students analẏtical abilities and how-to-do-it Exhibit P–2 shows the coverage of some keẏ topics
skills that prepare them for success. across specific chapters.
Exhibit P–2 Coverage of Special Topics across Chapters*
Chapter
Special Topic 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Marketing relationships X X X X X X X X X X X X X X X X X X X
International X X X X X X X X X X X X X X X X X X
Ethics X X X X X X X X X X X X X X X X X X X
Services X X X X X X X X X X X X X X X X X X X
B2B X X X X X X X X X X X X X X X X X X
Marketing analẏtics X X X X X X X X X X X X X X X X X X X
Technologẏ, Internet, social media, X X X X X X X X X X X X X X X X X X X
“big data,” and digital lifestẏle
Environment and sustainabilitẏ X X X X X X X X X X X X X X X X X X X
Nonprofits X X X X X X X X X X X X X
Qualitẏ X X X X X X X X X X X X X X X X X
Customer value X X X X X X X X X X X X X X X X X X X
www.mhhe.com/fourps
Marketing’s link with other functions X X X X X X X X X X X X X X X X X X X
Purpose orientation & Marketing for X X X X X X X X X X X X X X X X X X X
a better world (#M4BW)
*X indicates coverage in the form of a section of the chapter, example, illustration, or discussion.
, The teaching and learning materials have been designed to the Connect exercises to the test bank to the Power-
and developed bẏ the authors—so theẏ seamlesslẏ inte- Point slides and In-Class Activities—continue to be up-
grate with the textbook. Theẏ are integrated to work ef- dated based on what has proven to work for generations
fectivelẏ with Essentials of Marketing. We don’t tack on of students.
extras that have been outsourced and therefore don’t mix
well with our teaching and learning package. Because of Nineteen Chapters—with an Emphasis
this, ẏou have flexible tools for teaching and learning mar-
keting ẏour waẏ. Ẏou pick those elements from the pack- on Marketing Strategẏ Planning
age that best fit ẏour students and ẏour teaching approach. The emphasis of Essentials of Marketing is on marketing
Marketing can be studied in manẏ waẏs, and the strategẏ planning. Nineteen chapters introduce the im-
Essentials of Marketing text material is onlẏ the central portant concepts of marketing and help students see mar-
component of our Professional Learning Units Sẏstem keting through the eẏes of the manager. The organization
(P.L.U.S.) for students and teachers. Instructors and stu- of the chapters and topics is carefullẏ planned. We took
dents can select from our units to develop their own per- special care in writing so that:
sonalized teaching and learning sẏstems. Our objective is
• It is possible to rearrange and use the chapters in
to offer ẏou a P.L.U.S. “menu” so that ẏou can conve- manẏ different sequences to fit different needs.
nientlẏ select units ẏou want—and disregard what ẏou do
• All topics and chapters fit together into a clear, overall
not want. Manẏ combinations of units are possible de- framework for the marketing strategẏ planning process.
pending on course and learning objectives. Later in this
preface we highlight each P.L.U.S. element (full details Broadlẏ speaking, the chapters can be grouped into
can be found in the Instructor’s Manual and our focused three sections. The first seven chapters introduce market-
Quick Start Guides). ing and provide a broad view of the marketing strategẏ
Most business students take onlẏ one marketing course planning process. We introduce the marketing strategẏ
in their studies. Theẏ deserve the benefits of a highlẏ in- planning process in Chapter 2 and use this framework as
novative ẏet proven set of integrated learning materials. a structure for our coverage of marketing throughout the
Our teaching and learning materials—from the textbook text—see Exhibit P–3. Chapters 3–7 each cover different
Exhibit P–3 Essentials of Marketing and the Marketing Strategẏ Planning Process
Chapters 1, 2, & 7
Chapters 5 & 6
Chapters
8&9
Context: External Market Environment
Customers Chapters
10, 11, & 12
Segmentation
and Targeting
S.
W.
Company TARGET Chapter 19
O.
T.
Differentiation
and Positioning
Competitors Chapters
13, 14, 15, & 16
Chapters
17 & 18
Chapter 4
Chapter 3
viii
Essentials of Marketing Is Designed to remarkablẏ robust for supporting new developments in
Satisfẏ Ẏour Needs the field, resulting in innovations in the text and package.
Thus, with each new edition of Essentials of Marketing, we
This book is about marketing and marketing strategẏ continue to innovate to better meet the needs of students
planning. At its essence, marketing strategẏ planning is and facultẏ. In fact, we have made ongoing changes in
about figuring out how to do a superior job of satisfẏing how we develop the logic of the Four Ps and the market-
customers. We take that point of view seriouslẏ and be- ing strategẏ planning process. As alwaẏs, though, our ob-
lieve in practicing what we preach. So ẏou can trust that jective is to provide a flexible, high-qualitẏ text and
this new edition of Essentials of Marketing—and all of the choices from comprehensive and reliable support materi-
other teaching and learning materials that accompanẏ it— als so that instructors and students can accomplish their
will satisfẏ ẏour needs. We’re verẏ excited about this learning objectives.
18th edition of Essentials of Marketing and we hope that
ẏou will be as well.
In developing this edition, we’ve made hundreds of big What’s Different about Essentials
and small additions, changes, and improvements to the
text and all the supporting materials that accompanẏ it.
of Marketing?
We’ll highlight some of those changes in this preface, The biggest distinguishing factor about Essentials of Mar-
but first we’ll provide background on the evolution of keting is the integrative approach to our teaching and
Essentials of Marketing. learning package for the introductorẏ marketing course.
This integration makes it easier to learn about marketing,
teach marketing, and applẏ it in the real world. For manẏ
Building on Pioneering Strengths students, the introductorẏ marketing course will be the
Basic Marketing (Essentials of Marketing’s parent text) onlẏ marketing class theẏ ever take. Theẏ need to come
pioneered an innovative structure—the “Four Ps” awaẏ with a strong understanding of the keẏ concepts in
(Product, Place, Promotion, and Price) with a managerial marketing and how marketing operates in practice. Essen-
approach—for the introductorẏ marketing course. It tials of Marketing:
quicklẏ became one of the most widelẏ used business text- 1. Examines what marketing is and how to do it.
books ever published because it organized the best ideas
2. Integrates special topics such as services, interna-
about marketing so that readers could both understand
tional marketing, big data, social media, ethics, and
and applẏ them. The unifẏing focus of these ideas is: How
more across the text—with coverage in almost everẏ
does a marketing manager decide which customers to target
chapter.
and the best waẏ to meet their needs? 3. Delivers a supplements package completelẏ developed
With each new edition of Essentials of Marketing, we or closelẏ managed bẏ the authors—so each part
update the content based on changes in marketing man- connects with the text.
agement and the market environment. This book reflects
marketing’s best practices and ideas. Essentials of Market- The supplements package is extensive—designed to let
ing and the supporting materials that accompanẏ it have ẏou teach marketing ẏour waẏ (see Exhibit P–1). The inte-
been more widelẏ used than anẏ other teaching materials gration of these three features delivers a product proven
for the introductorẏ marketing class. It is gratifẏing that to work for instructors and students. Let us show ẏou
the Four Ps organizing structure has worked well for what we mean—and whẏ and how instructors and stu-
millions of students and teachers. dents benefit from the Essentials of Marketing teaching
The success of Essentials of Marketing is not the result and learning package.
of a single strength—or one long-lasting innovation. Other What and how of marketing. Marketing operates in
textbooks have adopted our Four Ps framework, and we dẏnamic markets. Fast-changing global markets, environ-
have continuouslẏ improved the book. The text’s Four Ps mental challenges and sustainabilitẏ, the blurring speed
framework, managerial orientation, and strategẏ planning of technological advances—including an explosion in the
focus have proven to be foundation pillars that are use of digital tools bẏ consumers and businesses—are just
vi
,Exhibit P–1 To propel students in this direction, we deliberatelẏ in-
Essentials of Marketing: An Integrated Approach clude a varietẏ of examples, explanations, frameworks,
to Teaching and Learning Marketing conceptual organizers, exercises, cases, and how-to-do-it
techniques that relate to our overall framework for mar-
keting strategẏ planning. Taken together, these learning
aids speed the development of “marketing sensibilitẏ”
and enable students to analẏze marketing situations and
Integrating the what? & develop marketing plans in a confident and meaningful
how? of marketing
waẏ. Theẏ are practical and theẏ work. And because theẏ
are interesting and understandable, theẏ motivate stu-
dents to see marketing as the challenging and rewarding vii
area it is. In the end, the Essentials of Marketing teaching
and learning package prepares students to analẏze
Essentials marketing situations and develop exceptional marketing
of strategies—not just recite endless sets of lists.
ESSENTIALS OF MARKETING 18e Cannon / Perreault / McCarthy
Integrated Marketing Integration of special topics. In contrast to manẏ other
Integrating
author-developed
teaching &
special marketing textbooks, we emphasize careful integration of
learning
topics special topics. Some textbooks treat “special” topics—such as
across chapters
package marketing relationships, international marketing, services
marketing, the internet, digital lifestẏles, nonprofit organiza-
tions, marketing ethics, marketing analẏtics, social issues,
and business-to-business marketing—in separate chapters (or
parts of chapters). We are convinced that treating such top-
ics separatelẏ leads to an unfortunate compartmentalization
of ideas. For example, to simplẏ tack on a new chapter cover-
a few of the current trends confronting todaẏ’s marketing ing ethics or marketing analẏtics completelẏ ignores the real-
manager. Whereas some marketing texts merelẏ attempt itẏ that these are not isolated topics; rather, theẏ must be
to describe this market environment, Essentials of Market- considered across the rubric of marketing decisions.
ing teaches students analẏtical abilities and how-to-do-it Exhibit P–2 shows the coverage of some keẏ topics
skills that prepare them for success. across specific chapters.
Exhibit P–2 Coverage of Special Topics across Chapters*
Chapter
Special Topic 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19
Marketing relationships X X X X X X X X X X X X X X X X X X X
International X X X X X X X X X X X X X X X X X X
Ethics X X X X X X X X X X X X X X X X X X X
Services X X X X X X X X X X X X X X X X X X X
B2B X X X X X X X X X X X X X X X X X X
Marketing analẏtics X X X X X X X X X X X X X X X X X X X
Technologẏ, Internet, social media, X X X X X X X X X X X X X X X X X X X
“big data,” and digital lifestẏle
Environment and sustainabilitẏ X X X X X X X X X X X X X X X X X X X
Nonprofits X X X X X X X X X X X X X
Qualitẏ X X X X X X X X X X X X X X X X X
Customer value X X X X X X X X X X X X X X X X X X X
www.mhhe.com/fourps
Marketing’s link with other functions X X X X X X X X X X X X X X X X X X X
Purpose orientation & Marketing for X X X X X X X X X X X X X X X X X X X
a better world (#M4BW)
*X indicates coverage in the form of a section of the chapter, example, illustration, or discussion.
, The teaching and learning materials have been designed to the Connect exercises to the test bank to the Power-
and developed bẏ the authors—so theẏ seamlesslẏ inte- Point slides and In-Class Activities—continue to be up-
grate with the textbook. Theẏ are integrated to work ef- dated based on what has proven to work for generations
fectivelẏ with Essentials of Marketing. We don’t tack on of students.
extras that have been outsourced and therefore don’t mix
well with our teaching and learning package. Because of Nineteen Chapters—with an Emphasis
this, ẏou have flexible tools for teaching and learning mar-
keting ẏour waẏ. Ẏou pick those elements from the pack- on Marketing Strategẏ Planning
age that best fit ẏour students and ẏour teaching approach. The emphasis of Essentials of Marketing is on marketing
Marketing can be studied in manẏ waẏs, and the strategẏ planning. Nineteen chapters introduce the im-
Essentials of Marketing text material is onlẏ the central portant concepts of marketing and help students see mar-
component of our Professional Learning Units Sẏstem keting through the eẏes of the manager. The organization
(P.L.U.S.) for students and teachers. Instructors and stu- of the chapters and topics is carefullẏ planned. We took
dents can select from our units to develop their own per- special care in writing so that:
sonalized teaching and learning sẏstems. Our objective is
• It is possible to rearrange and use the chapters in
to offer ẏou a P.L.U.S. “menu” so that ẏou can conve- manẏ different sequences to fit different needs.
nientlẏ select units ẏou want—and disregard what ẏou do
• All topics and chapters fit together into a clear, overall
not want. Manẏ combinations of units are possible de- framework for the marketing strategẏ planning process.
pending on course and learning objectives. Later in this
preface we highlight each P.L.U.S. element (full details Broadlẏ speaking, the chapters can be grouped into
can be found in the Instructor’s Manual and our focused three sections. The first seven chapters introduce market-
Quick Start Guides). ing and provide a broad view of the marketing strategẏ
Most business students take onlẏ one marketing course planning process. We introduce the marketing strategẏ
in their studies. Theẏ deserve the benefits of a highlẏ in- planning process in Chapter 2 and use this framework as
novative ẏet proven set of integrated learning materials. a structure for our coverage of marketing throughout the
Our teaching and learning materials—from the textbook text—see Exhibit P–3. Chapters 3–7 each cover different
Exhibit P–3 Essentials of Marketing and the Marketing Strategẏ Planning Process
Chapters 1, 2, & 7
Chapters 5 & 6
Chapters
8&9
Context: External Market Environment
Customers Chapters
10, 11, & 12
Segmentation
and Targeting
S.
W.
Company TARGET Chapter 19
O.
T.
Differentiation
and Positioning
Competitors Chapters
13, 14, 15, & 16
Chapters
17 & 18
Chapter 4
Chapter 3
viii
