Summary: Basic Marketing provides students with a solid marketing principles foundation in a strategic planning framework. Strategic marketing planning is about determining how to satisfy customers in a superior manner. This text is well known for pioneering an innovative structure ? the "four Ps" (Product, Place, Promotion, Price) with a managerial approach. The unifying theme presented in Basic Marketing is on how to make the marketing decisions that a manager mak ...show morees in order to determine what customers to focus on and how to best meet their needs. The strengths of this text are the four P's framework, managerial orientation, and strategic marketing planning focus. These strengths have proven to be the foundation pillars for supporting new developments in marketing. ...show lessEdition/Copyright: 12TH 07
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