Basic Marketing: A Marketing Strategy Planning Approach
ISBN-13:
9780073529950
ISBN-10:
0073529958
Edition:
18th
Author:
E. Jerome McCarthy, Joseph P. Cannon, Jr. William D. Perreault
Publication date:
2010
Publisher:
McGraw-Hill/Irwin
Format:
Hardcover
832 pages
Category:
Marketing
,
Marketing & Sales
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MULTIPLE COPIES 18TH EDITION WHITE COVER GOOD USED CONDITION - COVER AND CORNERS ARE WORN, SOME CARDBOARD SHOWING, MAY HAVE SOME WRITING - VERY USABLE USED BOOK - EXPERIENCE AMAZING CUSTOMER SERVICE - WE SHIP DAILY
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Book details
ISBN-13:
9780073529950
ISBN-10:
0073529958
Edition:
18th
Author:
E. Jerome McCarthy, Joseph P. Cannon, Jr. William D. Perreault
Publication date:
2010
Publisher:
McGraw-Hill/Irwin
Format:
Hardcover
832 pages
Category:
Marketing
,
Marketing & Sales
Summary
Basic Marketing: A Marketing Strategy Planning Approach (ISBN-13: 9780073529950 and ISBN-10: 0073529958), written by authors
E. Jerome McCarthy, Joseph P. Cannon, Jr. William D. Perreault, was published by McGraw-Hill/Irwin in 2010.
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Description
Overview: Basic Marketing 18e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change 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. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
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