Basic Marketing: A Global-managerial Approach, 14th EditionPDF | 848 pages | 9.06 MB
Author: William D. Perreault, E. Jerome McCarthy
Publisher: McGraw-Hill Publishing Co.; 14th edition (2002)
ISBN: 0071121102 (International ISBN)
This book is about marketing and marketing strategy planning. Basic Marketing pioneered an innovative structure—using the “four Ps” with a managerial approach—for the introductory marketing course. It quickly became one of the most widely used business textbooks ever published because it organized the best ideas about marketing so that readers could both understand and apply them.