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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Book Description McGraw-Hill/Irwin, 2010. Hardcover. Book Condition: New. Bookseller Inventory # P110073529958
Book Description McGraw-Hill/Irwin, 2010. Hardcover. Book Condition: New. book. Bookseller Inventory # 0073529958
Book Description McGraw-Hill/Irwin. Hardcover. Book Condition: New. 0073529958 New Condition. Bookseller Inventory # NEW6.0034597
Book Description McGraw-Hill Higher Education. Soft cover. Book Condition: New. New, International Edition, 18th Edition . Bookseller Inventory # 0073529958
Book Description McGraw-Hill/Irwin, 2010. Hardcover. Book Condition: New. 18th. Bookseller Inventory # DADAX0073529958
Book Description McGraw-Hill/Irwin. Hardcover. Book Condition: New. 0073529958 New US Edition Textbook, Ships with Emailed Tracking from USA. Bookseller Inventory # Z0073529958ZN