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A foundational textbook and managerial-oriented introduction to marketing that guides students and practitioners through the full spectrum of marketing functions — from environment analysis, segmentation, targeting and positioning, to product, distribution, promotion, pricing, and ethical issues. The book integrates global and managerial perspectives, provides real-world examples, and emphasizes strategic planning through the marketing mix and marketing strategy-planning mode

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245: $a: Basic Marketing: A Global-Managerial Approach
245: $b:
082: $a:
100: $a: William D. Perreault & Jr.; E. Jerome McCarthy
650: $a: Marketing
250: $a:
440: $v:
250: $b: Mc Graw Hill
250: $c: 2002
020: $a: 978-0072409475
300: $a: 815