HelpFeedback
Basic Marketing
Information Center
Table of Contents
About the Authors
Book Preface
Sample Chapter
Feature Summary
Supplements
Marketer's Showdown Demo
PageOut
MH Enhanced Cartridge


First Time Users
Student Edition
Instructor Edition
Basic Marketing: A Marketing Strategy Planning Approach, 16/e

William D. Perreault, Jr., University of North Carolina
Joseph P. Cannon, Colorado State University
E. Jerome McCarthy, Michigan State University

ISBN: 007352980x
Copyright year: 2008

Basic Marketing 16e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the “four Ps” to the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing's best practices and ideas. Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.



Premium Content
Students can also purchase Premium Content access to features such as Marketer's Showdown, Narrated Presentations, Marketing Plan Coach, Learning with Ads, Chapter pre- and post-tests, and content that can be downloaded to your iPod. Click on the First Time Users link to the left and you’ll be prompted to purchase (via eCommerce) access for $10. A one-time purchase will give you access to all Premium Content within every chapter.

McGraw-Hill Enhanced Cartridge
If the instructor is using a McGraw-Hill Enhanced Cartridge product, students can purchase access to their instructor’s WebCT or Blackboard course by clicking on MH Enhanced Cartridge at the left. This content is the same as Premium Content, but is only meant for those accessing a McGraw-Hill Enhanced Cartridge WebCT/Bb course.



To obtain an instructor login for this Online Learning Center, ask your local sales representative. If you're an instructor thinking about adopting this textbook, request a free copy for review.