- Series: 13e
- Paperback: 728 pages
- Publisher: McGraw-Hill Education; 13th edition (September 20, 2011)
- Language: English
- ISBN-10: 0078028884
- ISBN-13: 978-0078028885
- Product Dimensions: 8.4 x 0.8 x 10.8 inches
- Shipping Weight: 2.7 pounds (View shipping rates and policies)
- Average Customer Review: 4.1 out of 5 stars See all reviews (92 customer reviews)
- Amazon Best Sellers Rank: #501,954 in Books (See Top 100 in Books)
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Essentials of Marketing, 13th Edition 13th Edition
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About the Author
Teaches at the Universities of Oregon, Notre Dame, and Michigan State.
Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
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Top customer reviews
I would surely consider this for anyone who does not have a marketing or business background and wants to see if this is a field of interest for them to pursue in their career. Even if that's not the case, this book is still a useful and easy read.
Reviews don't seem terribly relevant for textbooks, since you have to buy it anyway if it's the one the teacher uses. However, I would also recommend this book to laypeople who just want to learn marketing. It's more understandable than many of the business major books out there. Also, I have an older copy, and there are no typos or issues that I could find. I'm not sure where comments about that are coming from - mine is the 12th edition and it's fine.
After borrowing it from a friend, I've actually purchased my own copy of this book for my own shelf and reference. Recommended as a supplement for majors or reference for non-majors.
It is a very nice book with overviews, exhibits, color photos and diagrams. It is NOT only selling or advertising, it has to do with detect customer needs and satisfy them with products and services. Explores the value of marketing to consumers and firms, speccially in our changing enviroments and promote to stablish marketing planning for a succesful future of any company.
Allows to learn the importance of segmentation and positioning of products and services according to the consumer behavior, and also study the elements to succes including New product development and all the details of the importance of the four Ps. Includes 36 Case Studies and the access to video cases trough internet. A MUST either if marketing is NOT your field.
the book refers to E*trade.corn
A section heading reads: THEMAR KETINGP ROGRAM SHOULD BUILD CUSTOMER EQUITY
A sentence reads; "The needs of a target market often vit.tually determine the nature of an appropriate marketing mix."
Other sentences: "Predict what types of bikes-handlebar styles and the types of wheeb, brakes, and materials..."
"Determine where in the world these bike riders a re and how to get the firms's bikes to them." "To keep growth gomg, Silverman expanded distribution to reach new markets in Europe."
h's and b's are mixed up
I read through the second chapter and I can say, without exaggeration, that 90% of the paragraphs have at least one - usually more than one - of these errors.
I sent the text back - waiting for my refund.