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Built on a strong foundation, Basic Marketing 19e provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a 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 marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent best practices, and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers.
- Sales Rank: #14551 in Books
- Published on: 2013-02-25
- Original language: English
- Number of items: 1
- Dimensions: 11.00" h x 8.50" w x 1.00" l, 4.06 pounds
- Binding: Hardcover
- 784 pages
About the Author
Teaches at the Universities of Oregon, Notre Dame, and Michigan State.
Currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School.
Most helpful customer reviews
1 of 1 people found the following review helpful.
Great Book
By K. Sexton
I chose this rating because the book is not only interesting but it has plenty of pictures to illustrate learning objectives and is really easy to read and understand. It has many learning examples drawn from contemporary companies.
1 of 1 people found the following review helpful.
I thoroughly enjoyed this book
By MrsAppleby
As a student, I thoroughly enjoyed this book. It's easy-to-read, personable, and clearly defines key terms. The figures help as a quick reference guide for studying important concepts. I wish there was an eBook version.
0 of 0 people found the following review helpful.
Annoying
By Amber Potterbaum
My biggest complaint about this book (in regards to content) is I will read multiple paragraphs where the author just constantly references different chapters in the book. The only thing I learned in a couple of pages is where to find more information within the book, when you already have a table of contents and appendixes. This book is meant for college students and we already have a ton of reading to do, no need to waste pages being redundant. My photo is from two paragraphs, and this is what it is like on many other occasions in this book.
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