Basic Marketing A Global-Managerial Approach

The 15th Edition of Basic Marketing by Perreault and McCarthy 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 focus on and how best to meet their needs. Over many editions there has been constant changes in marketing management and the marketing environment. At the crux of Basic Marketing by Perreault and McCarthy is the thorough integration of the latest marketing themes, topics, and examples Ĺź all of which have been carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and the complete coverage of special topics like technology, ethics, global, relationship marketing, and services. The authors have made extensive revisions to the first three chapters. They introduce marketing orientation and customer value earlier and in chapter 2 provide an integrative model of the marketing strategy planning process, including the logic for target marketing based on the four Ps, which sets the stage for the rest of the text. |Cutting edge coverage is a hallmark of Basic Marketing. In the 15th Edition, some examples of richer discussion of unfolding trends includes: multi-channel marketing, customer equity, integrated marketing communications, direct-response promotion and customer-initiated interactive marketing communications; promotional campaigns that build 'buzz' among consumers; impact of economic fluctuations and more. |A new integrated treatment of macro-marketing topics and social issues with relevant marketing management topics throughout the text. This includes discussions of how a market directed economy works, the ethical issues involved in basing financial reports on marketing forecasts, concerns related to consumer privacy, ubiquitous promotion, the displacement of jobs to overseas economies, and considerations related to the environment and green marketing. |There is a sharper focus, throughout the text, on how the strategy planning process should lead to decisions about a target market and marketing mix that represents the best opportunity and competitive advantage for the firm and superior value for consumers. This approach builds on the fit of an opportunity with the firm's resources and capabilities, strengths and weaknesses of current or potential competitors, and systematic approaches to market segmentation. |Continued Integration of the Internet/WWW: Updated Internet exercises are integrated throughout the text and links to companies referenced in the book are accessible via the Perreault & McCarthy Web page http://www.mhhe.com/fourps. We offer a very complete web page with down-loadable supplements current events, Internet exercises, chapter quizzes, and Business Week articles in their entirety. |Integrated coverage: Topics of special interest such as services, relationship marketing, cultural diversity, entrepreneurship, cross-functional linkages, information technology, ethics, quality management, and international perspectives are thoughtfully and thoroughly integrated throughout the text to show how they relate to other key marketing concepts. The proof of this up-to-date integration is provided by the concept grid at the front of the book.