Marketing's pillar four Ps framework (first introduced by Jerome McCarthy in the 1960s), managerial orientation, and strategy planning approach continue with this newest 15th edition of
Essentials of Marketing: A Marketing Strategy Planning Approach. Essentials of Marketing prepares students for success by teaching how-to-do-it skills through examples, explanations,
frameworks, models, classification systems, cases, and practical “how-to” techniques geared toward increasing their analytical abilities and helping them figure out how to do a superior job of
satisfying customers. This longstanding tradition of innovation continues today with Connect's robust suite of digital tools including SmartBook, iSeeIt videos, and other assignable
interactives that help students learn, apply, and expand upon core marketing concepts. Additional resources, including an online Marketing Plan Coach that helps students create meaningful
marketing plans, updated instructor supplements, and the regularlyupdated teachthe4ps.com and learnthe4ps.com blogs, further enhance learning, with special topics like relationship marketing,
international marketing, services marketing, marketing and the Internet, marketing for nonprofit organizations, ethics, social issues, and business-to-business marketing integrated throughout.
