TY  - BOOK
AU  - Perreault, William D
AU  - Cannon,Joseph P.
AU  - McCarthy,E.Jerome
TI  - Basic marketing: a marketing strategy planning approach 
SN  - 9781259060762
AV  - HF5415.13 P477B 2014
PY  - 2014///
CY  - New York, N.Y.
PB  - McGraw-Hill Irwin
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index
N2  - From the publisher. Built on a strong foundation, Basic Marketing, 19th edition, with ConnectPlus and LearnSmart 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. The unifying focus of Basic Marketing has always been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, recent "best practices," and to tightly integrate the best digital tools in the industry for ensuring that students are prepared to engage in classroom lectures and pursue future business and marketing careers
ER  -