BASIC MARKETING19th Edition
By William Perreault, Jr. and Joseph Cannon and E. Jerome McCarthy
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The focus of Basic Marketing has been on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs. 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.