$95.30
$4.95 delivery 4 - 12 June. Details
Only 1 left in stock.
$$95.30 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$95.30
Subtotal
Initial payment breakdown
Delivery cost, delivery date and order total (including tax) shown at checkout.
Ships from
Ultimate Treasures AU
Ships from
Ultimate Treasures AU
Returns
Eligible for change of mind returns within 30 days of receipt
Eligible for change of mind returns within 30 days of receipt
This item can be returned in its original condition within 30 days of receipt for change of mind. However, if your item is damaged or defective, you may be entitled to a remedy after 30 days. Contact the seller or visit Third-Party Seller Returns to learn more.
Read our returns policies
Returns
Eligible for change of mind returns within 30 days of receipt
This item can be returned in its original condition within 30 days of receipt for change of mind. However, if your item is damaged or defective, you may be entitled to a remedy after 30 days. Contact the seller or visit Third-Party Seller Returns to learn more.
Read our returns policies
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Payment
Secure transaction
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet or computer—no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera, scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

William D. Perreault
+ Follow
More books from this author
Something went wrong. Please try your request again later.

BASIC MARKETING Hardcover – 16 November 2010

4.2 4.2 out of 5 stars 51 ratings
See all formats and editions

There is a newer edition of this item:

BASIC MARKETING: A Marketing Strategy Planning Approach
BASIC MARKETING: A Marketing Strategy Planning Approach
$249.82
(299)
In stock
{"desktop_buybox_group_1":[{"displayPrice":"$95.30","priceAmount":95.30,"currencySymbol":"$","integerValue":"95","decimalSeparator":".","fractionalValue":"30","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"i%2FswS%2FrWh4A7BHSrVlwYJt0N03e7PSPmJdtXPTKO%2FtkIUWW%2BknUHaax231phhJEAHO1y2zfHPkLIwuIT6gAyBybpi3LUwTyp7XaxQs71qvmDpEvvwGKARfecNmQ2EPfp4LLd9UPzpIkfXdY7ZA0mAZYZkHcwq5grziovgYjrzgzfAfQuwpSEiK%2FRvZCC4TDf","locale":"en-AU","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}]}

Purchase options and add-ons

Overview: Basic Marketing 18e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the “four Ps” in 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 to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
Read more Read less
Previous page
  1. Print length
    832 pages
  2. Language
    English
  3. Publisher
    McGraw-Hill Professional
  4. Publication date
    16 November 2010
  5. Dimensions
    22.86 x 3.18 x 29.21 cm
  6. ISBN-10
    0073529958
  7. ISBN-13
    978-0073529950
  8. See all details
Next page

Product description

About the Author

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Joseph P. Cannon is a Dean's Distinguished Teaching Fellow and Professor of Marketing at Colorado State University. He has taught at many institutions, and he has received several teaching awards and the N. Preston Davis Award for Instructional Innovation. Dr. Cannon's research has been published in the Journal of Marketing, Journal of Marketing Research, and the Journal of the Academy of Marketing Science, among others. He is a two-time recipient of the Louis W. and Rhona L. Stern Award for high-impact research on interorganizational issues. Dr. Cannon has served on the editorial review boards of the Journal of Marketing, the Journal of the Academy of Marketing Science, and others. The Journal of Marketing has honored Dr. Cannon with several distinguished reviewer awards. He served as chair of the American Marketing Associations Interorganizational Special Interest Group (IOSIG). Before entering academics, Dr. Cannon worked in sales and marketing for Eastman Kodak Company.

E. Jerome "Jerry" McCarthy passed away at his home in East Lansing, Michigan in 2015, and the marketing industry lost one of its pioneers. After earning a Ph.D. at the University of Minnesota, Dr. McCarthy joined the faculty at Notre Dame and became a Fellow in the prestigious Ford Foundation Program at Harvard. He spent most of his career at Michigan State University, gaining a reputation for working with passion and purpose. He received the AMA's Trailblazer Award in 1987 and was voted one of the top five leaders in marketing thought by marketing educators.Dr. McCarthy was well known for his innovative teaching materials and texts, including Basic Marketing and Essentials of Marketing. He also introduced a marketing strategy planning framework, organizing marketing decisions around the "4Ps"product, place, promotion, and price. As these approaches became the standard in other texts, Dr. McCarthy continued to innovate, including new materials in the digital realm.

Product details

  • Publisher ‏ : ‎ McGraw-Hill Professional; 18th edition (16 November 2010)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 832 pages
  • ISBN-10 ‏ : ‎ 0073529958
  • ISBN-13 ‏ : ‎ 978-0073529950
  • Dimensions ‏ : ‎ 22.86 x 3.18 x 29.21 cm
  • Customer Reviews:
    4.2 4.2 out of 5 stars 51 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
William D. Perreault

William D. Perreault

Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Discover more of the author’s books, see similar authors, read author blogs, and more

Customer reviews

4.2 out of 5 stars
4.2 out of 5
51 global ratings

Review this product

Share your thoughts with other customers
Write a customer review

Top reviews from Australia

There are 0 reviews and 0 ratings from Australia

Top reviews from other countries

genlady
5.0 out of 5 stars College Course
Reviewed in the United States on 14 July 2012
Verified Purchase
This book is very well organized. It is easy to read. It is very informative. It was a pleasure to have a college book that was not a dull read. The pictures were and are very effective teaching aids. If I had my choice in how books should be written for re-tentative learning, this format is it!
3 people found this helpful
 Report
TooT!
5.0 out of 5 stars 5 star!
Reviewed in the United States on 11 November 2015
Verified Purchase
I learned a lot from this book. I read it from cover to cover and I do feel like I've grown in my marketing knowledge. But yeah, BASIC marketing does mean basic but there is no contention over how in depth the text covered as just look at the name of the book!
Report
CML
3.0 out of 5 stars Basic Marketing 18e
Reviewed in the United States on 23 September 2012
Verified Purchase
The book is clean. No highlighting or markings. But when I received it, the spine was coming undone from the inside. I have to be extra careful with it at all times. If it falls, the cover will tear off.
Report
A. M. Benoit
5.0 out of 5 stars Needed for college class
Reviewed in the United States on 13 December 2018
Verified Purchase
Exact version of the book required for class. Great price and fast delivery!
Report
T.H. Windermere
4.0 out of 5 stars Good introductory text
Reviewed in the United States on 18 August 2013
Verified Purchase
This textbook is well organized and easy to read. It includes interesting examples of clever marketing by real life companies to illustrate the concepts, and the website has activities available for teachers and students to apply what they've learned.
Report