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Basic marketing: a marketing strategy planning approach
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 of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers…
- Edition
- 18th ed.
- ISBN/ISSN
- 9780073529950
- Collation
- xxxix, 746, 30, 11 p. : ill. (some col.) ; 29 cm.
- Series Title
- -
- Call Number
- 658.8 PER b
Basic marketing: a global-managerial approach
This is a fairly comprehensive fundamentals of marketing book. It is laid out well. It begins with an elementary explanation of the marketing discipline and its relationship to society. This is followed by an explanation of the ingredients in marketing strategy planning. Following this section, the author addresses the external factors that affect marketing decisions. This is followed by a disc…
- Edition
- 14th ed.
- ISBN/ISSN
- 9780072409475
- Collation
- xxxii, 815 [28] p. : col. ill., maps ; 28 cm. 1 co
- Series Title
- McGraw-Hill/Irwin series in marketing
- Call Number
- [TIN-LIB-120]
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