Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition

William D. Perreault Jr.,Joseph P. Cannon,E. Jerome McCarthy

ISBN 10: 0073381055 / ISBN 13: 9780073381053

Published by McGraw-Hill/Irwin, 2008

About this Item

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Bibliographic Details

• Title: Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition
• Publisher: McGraw-Hill/Irwin
• Publication Date: 2008
• Language: English
• ISBN 10: 0073381055
• ISBN 13: 9780073381053
• Binding: Hardcover
• Condition: acceptable

About this title

Synopsis

Basic Marketing 17e 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.