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To learn more, view our Privacy Policy. Log In Sign Up. William Perreault. Joseph Cannon. Kim Czapla. Perreault, Jr. Cannon, Ph. Jerome McCarthy, Ph. All rights reserved. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a database or retrieval system, without the prior written consent of The McGraw-Hill Companies, Inc.

Some ancillaries, including electronic and print components, may not be available to customers outside the United States. This book is printed on acid-free paper. Pankuch Vice president and director of marketing: Robin J. Sylvester Interior designer: Laurie J.

Printer: R. Perreault, Joseph P. Cannon, E. Jerome McCarthy. Includes index. ISBN alk. Cannon, Joseph P. McCarthy, E. M William D. He also was selected for the Churchill Award, which honors career impact on marketing research.

He was editor of the Journal of Market- ing Research and has been on the review board of the Journal of Marketing and other journals. The Decision Sciences Institute has recognized Dr. Per- reault for innovations in marketing education, and at UNC he has received several awards for teaching excellence. Perreault is a past president of the American Marketing Association Aca- demic Council and served as chair of an advisory committee to the U.

Census Bureau and as a trustee of the Marketing Science Institute. Joseph P. Cannon Joseph P. Cannon is associate professor of marketing at Colorado State University. He has received several teaching awards and honors. He received the Louis W. He serves on the editorial review boards of the Journal of Marketing and Journal of the Academy of Marketing Science, where he received distinguished reviewer awards. Before entering academics, Dr.

Cannon worked for six years in sales and marketing for Eastman Kodak Company. Jerome McCarthy E. Jerome McCarthy received his Ph. Besides publishing various articles, he is the author of books on data processing and social issues in marketing.

He has been a frequent presenter at marketing conferences in the United States and internationally. In addition to his academic interests, Dr. McCarthy has been involved in guiding the growth of organizations in the United States and overseas—both as a consultant and as a director.

He has also been active in executive education. This is why he has spent a large part of his career developing and improving marketing texts to reflect the most current thinking in the field. And, at its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. We take that point of view seriously and believe in practicing what we preach. So you can trust that this new edition of Basic Marketing—and all of the other teaching and learning materials that accompany it—will satisfy your needs.

It quickly became one of the most widely used business textbooks ever pub- lished because it organized the best ideas about marketing so that readers could both understand and apply them.

The unifying focus of these ideas is on how to make the marketing decisions that a manager must make in deciding what customers to target and how best to meet their needs.

Over many editions of Basic Marketing, there have been constant changes in marketing management and the market environment. Some of the changes have been dramatic, and others have been subtle. 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.

It is grati- fying that the four Ps framework has proved to be an organizing structure that has worked well for millions of students and teachers. The success of Basic Marketing is not the result of a single strength—or one long-lasting innovation.

Other textbooks have adopted our four Ps framework, and we have continuously improved the book. Thus, with each new edition of Basic Marketing we have contin- ued to innovate to better meet the needs of students and faculty. In fact, we have made ongoing changes in how we develop the logic of the four Ps and the marketing strategy planning process.

As always, though, our objective is to provide a flexible, high-quality text and choices from com- prehensive and reliable support materials—so that instructors and students can accomplish their learning objectives. The biggest distinguishing factor about Basic Marketing is our integrative approach to creating a teaching and learning package for the introductory marketing course. This integration makes it easier to learn about marketing, teach marketing, and apply it in the real world.

For many students, the intro- ductory marketing course will be the only marketing class they ever take. They need to come away with a strong understanding of the key concepts in marketing and how marketing operates in practice.

We deliberately avoid doing that because we are con- vinced that treating such topics separately leads to an unfortunate compartmentalization of ideas. We think they are too important to be isolated in that Integrating Integration of way. For example, to simply tack on a new chapter vii the what? The same is true with other topics. Exhibit P-2 shows the coverage of some key topics across specific chapters.

Go to the On- line Learning Center for specific page references. The teaching and learning materials—designed and textbook content. See Exhibit P The integration of developed by the authors—are integrated to work these three elements delivers a proven product for in- effectively with Basic Marketing. Because of this, you the instructor have the Basic Marketing teaching and learning package.

Marketing operates in dynamic markets. Fast-chang- Marketing can be studied and used in many ways, and ing global markets, environmental challenges and sus- the Basic Marketing text material is only the central tainability, and the blurring speed of technological component of our Professional Learning Units System advances—including an explosion in the use of digital P.

Our objec- manager. While some marketing texts merely attempt tive is to offer you a P. Many combinations of units are possi- that prepare them for success.

To propel students in this ble depending on course and learning objectives. Later direction, we deliberately include a variety of examples, in this Preface we highlight each P.

Students only take the introductory marketing course Taken together, these different learning aids speed the once. Our dents to analyze marketing situations and develop mar- teaching and learning materials—from the textbook to keting plans in a confident and meaningful way. They the iPod videos to the test question bank to the online are practical and they work. And because they are in- materials—have been constantly updated yet are proven teresting and understandable, they motivate students to to work for generations of students.

Do you want to use see marketing as the challenging and rewarding area it an unproven textbook with your students? Marketing and hundreds of smaller ones.

Basic Marketing www. Some text- market environment and marketing strategy. Internet, cell phones, and other technologies as central In the last edition of Basic Marketing we made a major to their shopping behavior. Customers have much more effort to beef up coverage of sustainability and its implica- power in the buying process when they actively seek out tions for marketers. Societal concerns for sustainability just-in-time information from a wide variety of sources continue to increase and we have further enhanced and before making purchases.

And consumers and businesses refined our coverage of the topic in this edition. This trend has market. The entire text has been critically revised, up- been occurring worldwide—for example, cell phone dated, and rewritten.

We have carefully consolidated usage has grown rapidly in many developing countries.


Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition

View Larger Image. Ask Seller a Question. Basic Marketing 17e 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.


Basic Marketing






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