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 | | Basic Marketing: A Global-managerial Approach, 14th by William D.; McCarthy, E. Jerome Perreault ISBN-10: 9780072409475 ISBN-10: 0-07-240947-9 ISBN-13: 9780072409475 ISBN-13: 978-0-07-240947-5 Hardcover 2001 McGraw-Hill, Find Lowest Price |
Reviews | ||
BE CAREFUL WHEN ORDERING THIS BOOK There are various editions of this book being listed under the same ISBN. Make sure to contact the seller of the book if you buy it used to make sure the ISBN of their copy is the same as the one you are looking for! I had to order this book 2 times to get the right book! Sellers should list the ISBN of the BOOK (not the CD or whatever is included) so that buyers of this text know which one they are getting! | ||
Good marketing book This book was very easy to follow. | ||
Horrible to read This book is horrid to read, the chapters drag on and there simply too much information crammed into one chapter. Its hard to differentiate the points in the chapters, and many of the important points are not emphasized. | ||
well duh You know this book could have been nothing more than a glossary of definitions, a few summarys and outlines of the 4 this or 8 thats and it would have been much more interesting. The material in here is so basic and simple that I do the reading and don't feel that I have actually learned anything that wasn't fairly obvious to begin with. The examples are relevent if you happen to be a really slow learner and need 3 page explainations of 2 sentence definitions. | ||
Comprehensive Book for Principles of Marketing Course This is a fairly comprehensive fundamentals of marketing book. It is laid out well. It begins with an elementary explanation of the marketing discipline and its relationship to society. This is followed by an explanation of the ingredients in marketing strategy planning. Following this section, the author addresses the external factors that affect marketing decisions. This is followed by a discussion of demographic and behavioral deminisons of the customer. Then, the author catergories different type of customers. The next chapter presents an elementary review of marketing research. The most of the remainder of the text focuses on the 4 Ps--Product, Place, Promotion, and Price. This is probably the strongest part of the text. Throughout the text the author incorporates global and ethical issues that relate to the subject matter of each chapter. This is an excellent text for a principles or fundamentals of marketing course. | ||