Synopsis
Perreault and McCarthy's book pioneered the "4Ps" approach for organizing marketing strategy decisions. THia clear approach has worked well in the first marketing course for millions of marketing dtudents. And it continues as the innovative leader in both content and by using technology for learning about marketing. CD Rom not included.
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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 {Fifteenth Edition}
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