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ISBN: 0072560932Издательство: McGraw-Hill/Irwin
Basic Marketing is the market leading principles text domestically. Basic Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout the body of the text. This integration of themes, topics, and examples is carefully blended with the text’s traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and completely integrated coverage of special topics such as technology, ethics, internationalperspectives, relationship marketing, and services. This is the first book to develop and present the 4 P’s framework when describing the components of the marketing mix (Product, Price, Place, Promotion). Where most principles of marketing texts have separate supplement authors, Bill Perreault is the creator of every item in the package. This unique involvement ensures quality, accuracy, and reliability.ity.