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.
About the Authors:
William D. Perreault, Jr. is currently Kenan Professor at the University of North Carolina Kenan-Flagler Business School. He has also taught at Stanford University, the University of Georgia, and North Carolina State University, and has been an invited speaker at more than 80 universities. He was editor of the Journal of Marketing Research. The Decision Sciences Institute has recognized Dr. Perreault for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Essentials of Marketing and The Marketing Game! Dr. Perreault is a past president of the American Marketing Association Academic Council and was on the AMA Board.
E. Jerome McCarthy received his Ph.D. from the University of Minnesota. He has taught at the Universities of Oregon, Notre Dame, and Michigan State. He was honoured with the American Marketing Association’s Trailblazer Award in 1987, and he was voted one of the Top Five Leaders in Marketing Thought by marketing educators.
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