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

Author: William D. Perreault Jr. (USA) and others
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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 marketing education. This edition was written by two renowned marketing textbook authors in the U.S. The book has remained best-selling for over 40 years due to the authors' commitment to continuous innovation and refinement of its content. With 14 revisions, it is an authoritative marketing textbook widely used in the field. This edition was authored by two of the most distinguished marketing professors in the U.S. Building upon previous editions, it is further refined, structured around the 4P framework, with strategic planning as its core, following a logical progression from strategic planning to execution. It covers the main content of marketing, incorporates the latest research findings in the field, and provides rich case studies closely aligned with each chapter. This enables readers to not only master the fundamentals of marketing but also gain practical experience in business operations after grasping the basic knowledge. This book is suitable for undergraduate and graduate students in marketing, MBA students, researchers, and professionals in the marketing field.