Basic Marketing: A Global-Managerial Approach

by E. Jerome McCarthy and William D. Perreault Jr.

Book Overview

Focuses on how to make the marketing decisions that a manager must make in deciding what customers focus on and how best to meet their needs. This work reflects marketing's best practices and ideas.... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0072947039
• ISBN13: 9780072947038
• Release Date: January 2005
• Publisher: McGraw-Hill
• Length: 793 Pages
• Weight: 4.55 lbs.
• Dimensions: 1.4" x 8.9" x 11.0"

Customer Reviews

Basic Marketing Book

Book was in good shape. Lots of high-lighting though. It's still good though. It didn't take long to arrive.

A classic -- groundbreaking at its time of writing (1960)

When you are developing a marketing strategy in any line of business, you will be thinking about how to allocate resources and align your efforts in a number of areas simultaneously, trying to juggle priorities. The classical 'marketing mix' I once taught to business students asserts there are only four aspects (the '4 Ps') to be considered: product, price, place and promotions. This definition of the marketing mix was created by Jerome McCarthy in his 1960 book called Basic Marketing: A Managerial Approach. In the real world, the 4 P framework is clearly inadequate. I propose that you use a following more robust definition with 14 Ps when you are plotting how to sell your new book. Marketing is the process of creating, implementing, monitoring and evolving a strategy for the complete marketing mix, which is: * having a needed product (or service) * available at a convenient place (and time) * for a mutually satisfactory price (value), * while ensuring that the correct segments of the public * are aware (the promotional mix) * and motivated (positioning), * all in a manner which takes advantage of strategic partnerships and contributes to the overall purpose (passion). The promotional mix includes * personal sales, * publicity & public relations, * paid advertising, * and sales promotions. Ideally, this will be done with respect and consideration to * financial profits, * the planet (our environment) * and people (society). While you digest that mouthful, consider that, as you solve your book's marketing mix puzzle, you'll often be substituting creativity and personal connections for the brute-force, expensive strategies employed by the large publishing houses and other large corporations. The above was an excerpt from: Book Marketing DeMystified: Enjoy Discovering the Optimal Way to Sell Your Self-Published Book, Practical advice from the inventor of print-on-demand (POD) publishing

Basic Marketing

This book was in great condition even thought the book store stated that the book a damaged.

Good marketing book

This book was very easy to follow.

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.