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. At the crux of "Basic Marketing" by Perreault and McCarthy is ...

Basic Marketing: Inventory for Prepacks: A Global Managerial Approach 2002, McGraw-Hill Publishing Co., London

ISBN-13: 9780072947038

15th Revised edition