Product Description: This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect.

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 of Basic Marketing has 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 Marketing and 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.

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 of Basic Marketing has 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 Marketing and 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.

Product Description: Connect® Marketing McGraw-Hill’s web-based assignment and assessment platform connects you and your students to the coursework. Offered with a comprehensive, searchable and printable, eBook, Connect® Plus is the students’ best choice for course preparation and cost effectiveness...read more

Product Description: Book by Perreault, Jr., William, Cannon, Joseph, McCarthy, E. Jerome

Product Description: The fourth edition of this text is driven by the creation of customer and shareholder value. This text evolved from the traditional 4 Ps but embraces new shifts and trends in the industry, and takes introductory students on an exploration of marketing with unprecedented vitality and energy...read more

Product Description: Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing...read more

Product Description: This work offers a thorough integration of the latest marketing themes, topics and examples, to focus on management decision-making in marketing, and provide integrated coverage of special topics such as technology, ethics, international perspectives, relationship marketing and services...read more (view table of contents, read Amazon.com's description)

Product Description: BOOK (view table of contents, read Amazon.com's description)

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Product Description: A shorter, but comprehensive version of "Basic Marketing", 11th edition. New material is retained, but excess verbiage and detailed explanations are paired down. (view table of contents, read Amazon.com's description)