Basic marketing :  a marketing strategy planning approach

Basic marketing : a marketing strategy planning approach

PERREAULT, William D. ; MCCARTHY, E. Jerome ; CANNON, Joseph P.

Detil Buku
Edisi 18th ed
Penerbit New York : McGraw-Hill/Irwin, 2011
Deskripsi Fisik xxxix, 746, 30, 11 p. : ill. (some col.) ; 29 cm
ISBN 978-0-07-122110-8
Bahasa Indonesia
Call Number R/658.8 PER b
Index : p. I-1 - I-30 ; 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.
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