Basic Marketing: A Global-Managerial Approach : Applications in Basic Marketing : Clippings from the Popular Business Press 1998-1999 - Hardcover

Perreault, William D.; McCarthy, E. Jerome

Hardcover

ISBN 10: 0070135584 ISBN 13: 9780070135581

Publisher: McGraw-Hill College, 1996

Synopsis

Basic Marketing is the market leading principles text domestically. Basic Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout the body of the text. This integration of themes, topics, and examples is carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and completely integrated coverage of special topics such as technology, ethics, international perspectives, relationship marketing, and services. This is the first book to develop and present the 4 P's framework when describing the components of the marketing mix (Product, Price, Place, Promotion). Where most principles of marketing texts have separate supplement authors, Bill Perreault is the creator of every item in the package. This unique involvement ensures quality, accuracy, and reliability.

About this title

From the Publisher

Designed for introductory undergraduate marketing courses
Full of illustrative examples highlight the application of marketing concepts
Key concepts introduced with examples and objectives at the start of each chapter
Internet exercises in each chapter
Important new terms defined and listed in a full glossary
Comprehensive cases section

About the Author

Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.

Edition details

• Publisher: McGraw-Hill College
• Publication date: 1996
• ISBN 10: 0070135584
• ISBN 13: 9780070135581
• Binding: Hardcover
• Language: English