Basic Marketing (15th Edition)

Author: (American) Perreault et al., translated by Hu Xiuhao
Publisher:
Publishing Date: 2006-11-01
Features: This book discusses marketing and marketing strategy planning, covering topics such as marketing strategy planning, fully implementing marketing strategies through market segmentation and positioning, retailers, wholesalers, and their respective strategic plans. At its core, marketing and marketing strategy planning involve how to perfectly satisfy customers. This edition has made hundreds of small and large additions, revisions, and improvements to the textbook and supplementary materials to help readers better understand and learn the fundamentals of marketing. Basic Marketing is a leading marketing course, using an innovative structure, the 4P approach, and a focus on management. Shortly after its publication, it became one of the best-selling business textbooks, as it summarizes the finest perspectives in marketing, making it easy for readers to understand and apply. These perspectives consistently emphasize: how managers should make routine marketing decisions, how to identify which customers to focus on, and how to meet their needs. As Basic Marketing has been released in multiple editions, marketing management and the marketing environment have been constantly changing, with some changes being very dramatic and others subtle. Accordingly, we have updated the textbook in a timely manner to reflect the best practices and perspectives in marketing. Despite all these changes, within the field of leading marketing, Basic Marketing and its supplementary materials have been used more widely than any other textbook. It is gratifying that the structure centered around the 4P framework has proven to be effective and well-received by millions of teachers and students.