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Basic Marketing A Global Managerial Approach(14th Edition)

Authors:

William D. Perreault, E. Jerome McCarthy

basic marketing a global managerial approach 14th edition william d. perreault, e. jerome mccarthy

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ISBN: 9780072409475

Book publisher: McGraw-Hill/Irwin

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Book Summary: This is a fairly comprehensive fundamentals of marketing book. It is laid out well. It begins with an elementary explanation of the marketing discipline and its relationship to society. This is followed by an explanation of the ingredients in marketing strategy planning. Following this section, the author addresses the external factors that affect marketing decisions. This is followed by a discussion of demographic and behavioral deminisons of the customer. Then, the author catergories different type of customers. The next chapter presents an elementary review of marketing research. The most of the remainder of the text focuses on the 4 Ps — Product, Place, Promotion, and Price.

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