Basic Marketing Information Center: Feature Summary


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Basic Marketing: A Global Managerial Approach, 15/e

William D Perreault, University of North Carolina at Chapel Hill
E Jerome McCarthy, Michigan State University at East Lansing

Feature Summary

Continued Integration of the Internet/WWW: Updated Internet exercises are integrated throughout the text and links to companies referenced in the book are accessible via the Perreault & McCarthy Web page http://www.mhhe.com/fourps. We offer a very complete web page with down-loadable supplements current events, Internet exercises, chapter quizzes, and Business Week articles in their entirety.
Integrated coverage: Topics of special interest-such as services, relationship marketing, cultural diversity, entrepreneurship, cross-functional linkages, information technology, ethics, quality management, and international perspectives-are thoughtfully and thoroughly integrated throughout the text-to show how they relate to other key marketing concepts. The proof of this up-to-date integration is provided by the concept grid at the front of the book. Where most revisions just give the appearance of an update with new end of chapter material and over reliance on boxed inserts, Bill Perreault carefully revises the whole text-and all of the supplements--to ensure that new concepts and timely examples are woven throughout the fabric of the student learning experience.

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