Essentials of Marketing

Dating back to Jerry McCarthy’s 4Ps of Marketing, Cannon/Perreault, Essentials of Marketing prioritizes marketing strategy planning and ensures currency through: • Active Learning: SmartBook, Video Cases, and Application-Based Activities foster critical thinking in real-world scenarios. • Purpose Orientation: Emphasizes an organization's broader value creation beyond profit, benefitting stakeholders. • Diversity, Equity, Inclusion: Integrates racial justice topics inspired by Marketing Insights podcast episodes with Professor Shanita Akintonde. • Marketing Analytics: Expands coverage of big data and analytics, supporting strategic planning. • Visual Enhancement: Hundreds of additional images and exhibits integrated into Connect Interactive exercises and PowerPoint slides for enriched learning