ISBN 9780073381053 | 0073381055 Textbooks - "Basic Marketing A Marketing Strategy Planning Approach 17th Edition" by Perreault E Jerome McCarthy William D Perreault Jr Jr William Perreault Joseph P Cannon Joseph Cannon Jr E Jerome Jerome E William Perreault Joseph Cannon E Jerome McCarthy William D Cannon Joseph P McCarthy William Cannon Joseph McCarthy

Authors: Perreault - E. Jerome McCarthy - William D. Perreault Jr. - Jr., William Perreault - Josep…
ISBN 10: 0073381055
ISBN 13: 9780073381053
Edition: 17
Release: October 16, 2008
Format: Hardcover (758 pages)
List Price: $226.35
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List Price: $226.35

Tags: Business & Investing, Marketing & Sales, Marketing,

Book Description:
Basic Marketing 17e 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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Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition

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