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Basic Marketing -Text Only

Basic Marketing -Text Only - 16th edition

ISBN13: 978-0073529806

Cover of Basic Marketing -Text Only 16TH 08 (ISBN 978-0073529806)
ISBN13: 978-0073529806
ISBN10: 007352980X
Cover type: Hardback
Edition/Copyright: 16TH 08
Publisher: Richard D. Irwin, Inc.
Published: 2008
International: No

List price: $209.75

Basic Marketing -Text Only - 16TH 08 edition

ISBN13: 978-0073529806

William D. Perreault and E. Jerome McCarthy

ISBN13: 978-0073529806
ISBN10: 007352980X
Cover type: Hardback
Edition/Copyright: 16TH 08
Publisher: Richard D. Irwin, Inc.

Published: 2008
International: No
Summary
Basic Marketing 16e builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. 16e 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.