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 | Basic Marketing: A Marketing Strategy Planning Approach (18th Edition) by E. Jerome Mccarthy, Joseph P. Cannon, William Perreault Jr., William D. Perreault Hardcover, 832 Pages, Published 2010 ISBN-10: 0-07-352995-8 / 0073529958 ISBN-13: 978-0-07-352995-0 / 9780073529950 Overview: Basic Marketing 18e builds on the foundation pillars of previous editions â the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the âfour Psâ in the introductory marketing course. The unifying focus of Basic Marketin | |