Basic Marketing [antikvár]

Twenty-four years ago, the first edition of Basic Marketing pioneered an innovative structure-using the "4 Ps" with a manageria! approach-for the introductory marketing course. Since then, the book has been continually improved and refined. The response of both teachers and students has been gratifying. Basic Marketing-and the supporting materials-have been more widely used than any other teaching materials for introductory marketing. The "4 Ps" has proved to be an organizing structure that has worked for millions of students and teachers. Now, about 50 introductory marketing texts are available-and almost all of them have, in varying degrees, tried to copy the content, structure, and managerial emphasis of Basic Marketing. Imitation, they say, is the sincerest form of flattery. But we have responded to this form of "flattery" with an effort and commitment to excellence that should set a new target for the imitators. We have tried to make the 8th edition of Basic Marketing the highest quality teaching resource ever available for the introductory course. We have worked together closely to enhance the best and proven elements of the earlier editions of Basic Marketing-while blending in new perspectives from our teaching, research, and business experiences. The whole text has been critically revised, updated, and rewritten. Clear and interesting communication has been a priority-as in past editions. Careful explanations-coupled with a focus on the important "basics"-motivate learning. Hundreds of new examples-carefully integrated with the text discussion-bring the concepts alive to heighten your interest. Special attention was given to new teaching aids-graphs, figures, and photographs-that reinforce key points. The contemporary design of the text accents the "stateof-the-art" treatment of topics. Our publisher, too, shared in our commitment: a