BASIC MARKETING by Joseph P. Cannon, E. Jerome McCarthy, William D. Perreault Jr. ( 9780071286374 )

Item Details

Title:

BASIC MARKETING

Volume:

Student CD to Accompany Basic Marketing

By:

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

Format:

Mixed media product

List price:	£43.68
We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10:

0071286373

ISBN 13:

9780071286374

Publisher:

MCGRAW-HILL EDUCATION - EUROPE

Pub. date:

1 February, 2007

Edition:

International student edition

Description:

Focuses 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. This book presents various best practices and ideas. It uses the strategy planning approach, integrating the concepts with the marketing strategy planning model.

Synopsis:

"Basic Marketing, 16e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. The 16th edition builds upon its pioneering beginnings that introduced the "four Ps" to 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.

Publication:

Imprint:

McGraw Hill Higher Education

Returns:

Non-returnable

Some other items by this author:

A MARKETING STRATEGY PLANNING APPROACH (PB)

APPLICATIONS IN BASIC MARKETING (PB)