BASIC MARKETING: A Marketing Strategy Planning Approach


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ISBN-10 / ISBN-130078028981 / 9780078028984
Edition19
AuthorWilliam Perreault
PublisherMcGraw-Hill Education (on 2013-02-25)
Binding TypeHardcover
Number Of Pages784
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This textbook is primarily used in: (39 total votes)
High school courses5.13% (2 votes)
Associates programs10.26% (4 votes)
Bachelors programs66.67% (26 votes)
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Product Description
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.
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