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by William D. Perreault Jr.,Joseph P. Cannon,E. Jerome McCarthy

Download Basic Marketing eBook
William D. Perreault Jr.,Joseph P. Cannon,E. Jerome McCarthy
Marketing & Sales
McGraw Hill Higher Education; 16 edition (April 1, 2007)
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Edmund Jerome McCarthy (February 20, 1928 – December 3, 2015) was an American marketing professor and author

Edmund Jerome McCarthy (February 20, 1928 – December 3, 2015) was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top textbooks in university marketing courses since its publication. According to the Oxford Dictionary of Marketing, McCarthy was a "pivotal figure in the development of marketing thinking"

by Perreault J. William D. (Author), Cannon Assistant Professor, Joseph P. (Author), E. Jerome McCarthy (Author) & 0 more. E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers.

by Perreault J. ISBN-13: 978-0078028984. at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose.

BASIC MARKETING: A Marketing Strategy Planning Approach Hardcover. I've had to read a lot of text books in the past five years, and this one was one of the easiest to read. Basic Marketing: A Marketing Strategy Planning Approach Hardcover. Jr. Perreault. One person found this helpful.

Download books for free. Product came quickly in the mail and was in great condition just as described by the se. Download (djvu, 701 Kb) Donate Read.

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William D. Perreault J. Joseph P. Cannon, E. Jerome McCarthy. 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. Can Basic Mktg by.

This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This author team takes that point of view seriously and believes in practicing what they preach. 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. What's different about Essentials of Marketing?

"Basic Marketing, 16e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the 'four Ps' to 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.
  • Fearlessdweller
This is not your average college text book that you can't wait to resell on Amazon at the end of the term. This text has tons of great information--although slow and repetitive at first like many text books--that will help anyone understand the true nature and practicalities of marketing in the modern business. It sets the tone by telling the student how marketing, rather production, has evolved from the dawn of the industrial age to the modern "marketing company." If you are not in college, perhaps you are an entrepreneur or an executive who graduated college ten or twenty years ago, you will find this book very enlightening. As a person who has real-world experience marketing software online, I'm hit over the head with new insights in every chapter. I can already tell that my approach and methods are going to improve--as will my success. This is a fresh text that provides many examples and even points out common philosophical and methodological failings of traditional marketers--the author(s) don't hold back. Good Stuff.

I'm using the 17e version for a class that requires 18e and I have had no problems. The questions appear to be the same as the page numbers are identical. The 18e version undoubtedly has updated web resource listings but it will cost you a couple hundred more dollars.
  • Thabel
There is a lot of information in this book- but I have found while I am taking notes that I have to read between the lines to synthesize is down to main ideas. Still, it is a very thorough review of the topics listed.

However, if you are like me this text is assigned so that's not the most important part :)

What is important is that I am currently enrolled in a course the required me to use the 19th ed. and I could not afford it. So I went to the school library and checked out the reserved copy to see if there had any major updates since the last book (it's shorter and adds info about technology- which is like 1 section each chapter). I was pretty confident that previous editions would still work- and you know what? It does. No problems at all and the new edition is currently over $200 new/$50 to rent. This was $1.25 to buy from Goodwill and arrived in 3 days. This was a win!
  • Dorizius
Great book. Content is great. Material is well organized, making it easy to read and review. Writing is very clear. I love how the book is written directly to the reader (e.g., rather than saying, "it is important to do xyz" the book might say, "you should be sure to do xyz!"
I also liked the fact that book didn't just address marketing, but was often applicable to business in general. It was interesting and informative, and full of relevant examples. VERY well done for an introductory textbook!!
  • Cerar
Excellent marketing textbook. It has been written by the inventor of the 4Ps and this is per se a guarantee of good quality. It is very nice to read and includes lots of good examples.
The cases at the end of the book allow you to think of real marketing issues (if you can find an instructor manual for this book, there are plenty of interesting comments about the cases). There is not much diifference between this edition and the latest ones, so if you buy this you'll have great value for your money. Most of the sections of the book have not changed that much over time. An area where this book is a bit weak, even in its latest editions, is the discussion of social networks. A new chapter about this subject (written from scratch) would probably make sense for a new edition. Anyway, as the authors say, giving too much emphasis to social networks would be a mistake (sort of building a better mousetrap and hope that the world will pave a way to your door.)
  • Qwert
I learned a lot from this book. I read it from cover to cover and I do feel like I've grown in my marketing knowledge. But yeah, BASIC marketing does mean basic but there is no contention over how in depth the text covered as just look at the name of the book!
  • Kegal
The worst thing about textbooks is they have so much information but the timeliness becomes questionable. This edition is 6 years old (in 2015) but the ideas and references are useful. I would recommend this book to any student that is trying to supplement their learning.
  • Dogrel
This book is very well organized. It is easy to read. It is very informative. It was a pleasure to have a college book that was not a dull read. The pictures were and are very effective teaching aids. If I had my choice in how books should be written for re-tentative learning, this format is it!
I am a business major in college and I needed to purchase this book for an Introduction to Marketing class I'm taking. This is definitely one of the most interesting textbooks I've ever read. The information is timely and each chapter has so many real-world examples of the marketing techniques it's discussing.

The layout is great and the exhibits break up long chapters as well as show you some of those real-world examples I was talking about. Groups of paragraphs are labeled in the margin with a catchphrase, making it easy to go back and find information you need.

Overall, this textbook does a great job of keeping the reader interested and showing them how marketing is relevant to their own life.