Basic Marketing: A Global-Managerial Approach [Hardcover]

William D. Perreault (Author), E. Jerome McCarthy (Author)

Book Description

Publication Date: September 1999 | ISBN-10: 0075617935 | ISBN-13: 978-0075617938 | Edition: 13th Pkg

"Basic Marketing, 17/e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the 'four Ps' in 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.

--This text refers to an out of print or unavailable edition of this title.

Editorial Reviews

About the Author

Ken Wong is a faculty member at Queen’s School of Business, where he has held both teaching and administrative positions. In his last administrative assignment, he was a principal architect of the first full-time degree program in Canada to operate completely outside of government subsidy: a distinction that earned him the cover of Canadian Business in April 1994. (The new Program, the MBA for Science & Technology, has itself been a cover feature: it was named Canada’s Number One MBA in Canadian Business’ annual ratings in five of its first seven years of operation and was rated by Business Week as #2 among non-US MBAs in their 2002 survey) As a teacher, Ken has received numerous awards for his courses in strategic planning, marketing and business strategy. In 1998 Ken won the Financial Post’s Leaders in Management Education award, a lifetime achievement award for his work in undergraduate, MBA, and Executive Development programs. Beyond Queen’s, he has also taught in degree programs at Carleton University, Radcliffe College and Harvard’s Continuing Education Program and in executive programs at York University, University of Toronto, Dalhousie University and the University of Alberta. He is the coauthor of “Basic Marketing”, one of the leading introductory marketing textbooks in Canada. Ken is a frequent speaker and facilitator in conferences and executive development programs around the world. His corporate clients have included: 3M Canada; Alcan; Accelio; Accenture; AT&T (Canada); BC Hydro; Bell Canada; Campbell’s Soup (Canada); Canada Post; TD-Canada Trust; Cara; Cartier Partners; Central Park Lodges; Credit Union Central (Alberta); Credit Union Central (BC); Coast Spas; COGECO; The Co-operators; Dalsa; Dillon Consulting; Dupont; Eagle Human Resources; Empire Financial Group; Equifax Canada; Falconbridge Mines; Farmer’s Credit Canada (FCC); Frito-Lay; General Accident Insurance; General Mills; H.Y. Louie (London Drugs and IGA); Hummingbird; Humpty Dumpty; IFIC; Interac; Jannsen-Ortho; The Johnson Group; Lombard Insurance; Mattel; McCain’s; Mountain Equipment Coop; Microsoft; PBB Global Logistics; Red Lobster; RLG International, Rohm & Haas; Royal-SunAlliance; SaskTel; Scott Paper; St.Joseph’s Printing; Sonoco Products Company; Starbuck’s; Telus; and, Texec. He has also served a variety of public agencies and associations including: Canada Customs and Revenue Agency (CCRA); Canadian Advanced Technology Managers (CATM); Canadian Professional Sales Association; Canadian Poultry and Egg Processors (CPEPC); Canada Mortgage & Housing (CMHC); Communications Canada (CCMD); New Brunswick Department of Economic Development & Tourism; Credit Union Central of Saskatchewan; Canadian Urban Transit Association; Canadian Association of Chemical Distributors (CACD); Canadian Council of Grocery Distributors; Hostex; National Association of Printers & Lithographers; Electro Federeation; North American State & Provincial Lottery Association; Ontario Dairy Council; Attorney General (Ontario); Province of Nova Scotia; Saskatchewan Wheat Pool; and, the North York Board of Education. As a researcher, Ken has worked with the Strategic Planning Institute (Cambridge, MA) and the Conference Board of Canada. He has written for Marketing magazine, the Financial Post and the National Post. His current research focuses on devices that assist organizations in becoming more “market-oriented” and in enhancing their “marketing productivity”. Private corporations which have used Ken as a marketing and strategic planning consultant include: Equifax; Baxter Corporation; Bell Canada; Hoffman-LaRoche; Rohm & Haas; Tremco Products; SRG Software; Sprint Canada; Xerox; General Electric (U.S.); Southmedic; QL Systems; Rx Plus and Sherritt-Gordon. He has also served as a Strategic Advisor to the Ontario Ministry of Education and Training; on various

Stanley J. Shapiro received his B.A. from Harvard and his MBA and Ph.D degrees from the Wharton School of the University of Pennsylvania. His doctoral dissertation was a 'politics of distribution' study focusing on the Ontario Hog Producers' Marketing Board. He then taught at Wharton for three years before moving to Montreal to join first, an advertising agency and then a marketing research firm. In 1967, he became an associate professor at the McGill Graduate School of Business. He became a full professor in 1972 and between 1973 and 1978 he was Dean of the McGill Faculty of Management. In 1981, he became a Professor of Marketing at Simon Fraser University where he was also Dean of Business Administration between 1987 and 1997. Dr Shapiro has also been a Visiting Professor at Queen's University, Bentley College and Royal Roads University. Upon his retirement from Simon Fraser University in 1999, he was appointed Professor-Emeritus but continues to regularly teach “online” for that university. Dr. Shapiro is a Past Chair of the Canadian Federation of Deans of Management and Administrative Studies. During his career he has conducted numerous evaluations of BBA, MBA and Ph.D programs at other Canadian universities. He currently serves both on the Province of British Columbia’s Degree Quality Assessment Board and the Academic Council of the BC Open University. Dr. Shapiro is also a former editor of the Journal of Macromarketing and was an Editorial Board member of the Journal of Marketing for over thirty years. He continues to serve on the Editorial Boards of the Journal of Macromarketing, the Journal of Global Marketing, and the Journal of the Teaching of Business Ethics. Dr. Shapiro is a past president of the Montreal chapter of the American Marketing Association and a former National Director of that organization. Also, he is both a Past Governor and a Distinguished Fellow of the Academy of Marketing Science. He has published extensively in areas ranging from marketing history to the financial dimensions of marketing management. Much of his consulting has been public sector-related including such major projects as the first marketing study ever conducted by Canada Post and active involvement in the Canadian government's Conserver Society initiatives. Between 1987 and 1993, Dr Shapiro was also an elected School Trustee in Burnaby, British Columbia.

Product Details

• Hardcover
• Publisher: Richard D Irwin; 13th Pkg edition (September 1999)
• Language: English
• ISBN-10: 0075617935
• ISBN-13: 978-0075617938
• Product Dimensions: 10.9 x 8.3 x 1.5 inches
• Shipping Weight: 4.6 pounds
• Average Customer Review: 3.4 out of 5 stars  See all reviews (14 customer reviews)
• Amazon Best Sellers Rank: #2,849,567 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

16 of 16 people found the following review helpful:

2.0 out of 5 stars Good, but grossly overdone, May 19, 1999

By A Customer

This review is from: Basic Marketing (Hardcover)

This book made it point in the first 3 chapters. They also add useless software to drive the price up. Their coverage of basic marketing and the 4 P's is done ok but the book just drags on and on. Their readable examples are great. What they need is minimal theory, lots of examples and NO SOFTWARE in a 200 page book for $19.95. Then this would be a good book.

10 of 10 people found the following review helpful:

3.0 out of 5 stars BE CAREFUL WHEN ORDERING THIS BOOK, August 25, 2004

By 

Jen (Texas) - See all my reviews

This review is from: Basic Marketing, 14/e: Package #1: Text, Student CD, PowerWeb & Apps 2003-2004 (Hardcover)

There are various editions of this book being listed under the same ISBN. Make sure to contact the seller of the book if you buy it used to make sure the ISBN of their copy is the same as the one you are looking for! I had to order this book 2 times to get the right book! Sellers should list the ISBN of the BOOK (not the CD or whatever is included) so that buyers of this text know which one they are getting!

13 of 14 people found the following review helpful:

5.0 out of 5 stars Comprehensive Book for Principles of Marketing Course, September 7, 1999

By A Customer

This review is from: Basic Marketing: A Global-Managerial Approach (Hardcover)

This is a fairly comprehensive fundamentals of marketing book. It is laid out well. It begins with an elementary explanation of the marketing discipline and its relationship to society. This is followed by an explanation of the ingredients in marketing strategy planning. Following this section, the author addresses the external factors that affect marketing decisions. This is followed by a discussion of demographic and behavioral deminisons of the customer. Then, the author catergories different type of customers. The next chapter presents an elementary review of marketing research. The most of the remainder of the text focuses on the 4 Ps--Product, Place, Promotion, and Price. This is probably the strongest part of the text. Throughout the text the author incorporates global and ethical issues that relate to the subject matter of each chapter. This is an excellent text for a principles or fundamentals of marketing course.