Basic Marketing

Author: William D. Perreault Jr.
Publisher:
Publish Date: 2000-09-01
Features: This book was originally published by McGraw-Hill in the United States and is the Chinese edition of the 13th edition in 1999. Perreault and McCarthy are both renowned marketing experts in the United States, and McCarthy is also the founder of the 4PS theory in marketing. This book is the most widely used undergraduate marketing textbook in universities across the United States and is considered the authoritative work on marketing. It covers all aspects of marketing in an accessible and in-depth manner, making it the only advanced marketing textbook available in China. A CD-ROM containing all the exercises in the book is included as a supplement for reference during study. Additionally, universities that adopt this book as a textbook will receive a free original instructor's manual.