Essentials of Marketing - Softcover

Perreault, Jr., William; Cannon, Joseph; Mccarthy, E. Jerome

Softcover

ISBN 10: 0071317023 ISBN 13: 9780071317023

Publisher: McGraw-Hill Education, 2011

Synopsis

This edition of Essentials of Marketing 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.

About this title

About the Author:

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

About this edition

• Publisher: McGraw-Hill Education
• Publication date: 2011
• ISBN 10: 0071317023
• ISBN 13: 9780071317023
• Binding: Paperback