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Basic Marketing

Basic Marketing - 18th edition

ISBN13: 978-0073529950

Cover of Basic Marketing 18TH 11 (ISBN 978-0073529950)
ISBN13: 978-0073529950
ISBN10: 0073529958
Cover type: Hardback
Edition/Copyright: 18TH 11
Publisher: Richard D. Irwin, Inc.
Published: 2011
International: No

List price: $246.50

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Basic Marketing - 18TH 11 edition

ISBN13: 978-0073529950

William Perreault

ISBN13: 978-0073529950
ISBN10: 0073529958
Cover type: Hardback
Edition/Copyright: 18TH 11
Publisher: Richard D. Irwin, Inc.

Published: 2011
International: No
Summary

Overview: Basic Marketing 18e 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 ofBasic Marketinghas 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 Marketingand 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.