Marketing Principles: Global Management Perspective English Edition (Original 14th Edition)

Author: (USA) 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 widely adopted as an authoritative textbook in 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. This edition, revised 14 times, is an authoritative marketing textbook widely used in academia. It was written by two highly esteemed marketing professors in the U.S. Building upon previous editions, this version is meticulously refined, structured around the 4P framework, with strategic planning as its core. It follows a logical progression from strategic planning to the execution of specific plans, covering the main content of marketing while incorporating the latest research findings in the field. Additionally, it provides rich case studies closely aligned with each chapter, helping readers not only grasp the fundamentals of marketing but also gain practical experience in real-world business operations. This book is suitable for undergraduate and graduate students in marketing, MBA students, as well as researchers and practitioners in the marketing field.