BASIC MARKETING by William D. Perreault Jr., E. Jerome McCarthy ( 9780072983807 )

Item Details

Title:

BASIC MARKETING

Volume:

With Student CD, PowerWeb, and Apps Manual [2004-05] (Student Package #1) 2004-05

By:

William D. Perreault Jr., E. Jerome McCarthy

Format:

Mixed media product

List price:	£99.07
We currently do not stock this item, please contact the publisher directly for further information.

ISBN 10:

0072983809

ISBN 13:

9780072983807

Publisher:

MCGRAW-HILL EDUCATION - EUROPE

Pub. date:

1 June, 2004

Edition:

15th Revised edition

Description:

Focuses on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. This work reflects marketing's best practices and ideas. It focuses on management decision-making in marketing, and covers topics like technology, ethics, global, relationship marketing, and services.

Synopsis:

The 15th Edition of "Basic Marketing" by Perreault and McCarthy 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 focus on and how best to meet their needs. Over many editions there has been constant changes 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.At the crux of "Basic Marketing" by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples - all of which have been carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services. Another key advantage of "Basic Marketing" is author Bill Perreault himself. Where most principles of marketing texts rely on a host of separate supplement authors, Perreault is the highly involved with or creator of every item in the carefully integrated, robust package. This unique involvement ensures quality, accuracy, and reliability.

Publication:

Imprint:

McGraw-Hill Publishing Co.

Returns:

Non-returnable

Some other items by this author:

A MARKETING STRATEGY PLANNING APPROACH (PB)

APPLICATIONS IN BASIC MARKETING (PB)