Marketing Fundamentals: A Global Management Perspective: A Global Management Perspective

Author: Perreault
Publisher:
Publish Date: 2002-07-01
Features: This book is one of the most popular, influential, and frequently revised foundational marketing textbooks in the United States. It has been revised 14 times and is an authoritative textbook widely adopted in the field of marketing. This edition was written by two renowned marketing textbook authors in the U.S. The book has remained a bestseller for over 40 years since its publication, thanks to the authors' commitment to continuous improvement and refinement of its content. The book has been revised 14 times and is an authoritative textbook widely adopted in the field of marketing. This edition was written by two renowned marketing professors in the U.S. Building upon previous editions, it is further refined, with the 4P framework as its basic structure and strategic planning as its core. It follows the logical flow from strategic planning to the execution of specific plans, covering the main content of marketing while incorporating the latest research findings in the field. It also provides rich case studies closely aligned with each chapter's content, enabling readers to gain both a solid foundation in marketing principles and practical experience in business operations after mastering the basics. This book is suitable for undergraduate and graduate students in marketing, MBA students, researchers, and practitioners in the marketing field.