Synopsis
Presenting leading principles of marketing for both the domestic and international market, this text develops the 4P framework when describing the components of the marketing mix: product, price, place and promotion.
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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.
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Basic Marketing: A Global Managerial Approach
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