We started it…

There are four famous letters in marketing - all of them Ps. In any introductory marketing class, your instructor will bring up the "four Ps" - that much is a given. But where did it all start? Right here.

Nearly 50 years ago, the first edition of Basic Marketing revolutionized introductory marketing with the development of the "four Ps" framework. Since then, defining the marketing mix in terms of the four Ps - Product, Place, Promotion, and Price - has become the industry standard.

…and we're still leading the way!

Some practices in marketing have changed drastically in the half century since the four Ps were introduced, but Basic Marketing has changed along with them - and stayed ahead of the game in the process. Through its past editions, this text has been critically revised, updated, and enhanced to meet the needs of our customers - both instructors and students. The 11th Canadian Edition goes one step further…

Key to the development of this edition has been a committee of graduate students who worked with the authors to ensure that the text would be both student-friendly and instructor-friendly. With each member of the committee overseeing a selection of chapters, the text was feverishly scrutinized to ensure a work that was designed not only for instruction, but also for student learning.

Basic Marketing - still setting the standard.