MP Essentials of Marketing W/ Student CD-ROM and Apps 2005 - Softcover

Perreault Jr, William; McCarthy, E Jerome; Perreault William, Jr; Perreault JR.; McCarthy E, Jerome

Softcover

ISBN 10: 0073049204 ISBN 13: 9780073049205

Publisher: Irwin/McGraw-Hill, 2005

Synopsis

Covering marketing developments, this book is built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, and integrates fresh concepts and examples. It covers: customer equity, customer-initiated interactive communications, and ethical issues. It also includes a CD featuring video clips to accompany cases in the text.

About this title

About the Author

William D. Perreault Jr. is a professor at the University of North Carolina at Chapel Hill. E. Jerome McCarthy is a professor at Michigan State University.

Edition details

• Publisher: Irwin/McGraw-Hill
• Publication date: 2005
• Language: English
• ISBN 10: 0073049204
• ISBN 13: 9780073049205
• Binding: Paperback
• Number of pages: 688