Customer Reviews

Basic Marketing: A Global-Managerial Approach

5 star:		(5)
4 star:		(2)
3 star:		(2)
2 star:		(3)
1 star:		(2)

 

 

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.

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!

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.

You know this book could have been nothing more than a glossary of definitions, a few summarys and outlines of the 4 this or 8 thats and it would have been much more interesting. The material in here is so basic and simple that I do the reading and don't feel that I have actually learned anything that wasn't fairly obvious to begin with. The examples are relevent if you happen to be a really slow learner and need 3 page explainations of 2 sentence definitions.

Exact same thing. Used for marketing class without a problem. Saved me a lot of money....Would definately recommend.

This book is horrid to read, the chapters drag on and there simply too much information crammed into one chapter. Its hard to differentiate the points in the chapters, and many of the important points are not emphasized.

This was a used book, which should have been my first clue that I was making a mistake. The book has multiple 'Used Book' stickers on it and the contents of the textbook have been highlighted! This isn't a book that should have been sold at all ... wish I could say I was impressed, but unable to do that. Will never buy used again!

I bought this book for my Marketing 101 class. Saved me over $50 from what the hardcover version was retailing for at the time.

All the pages, chapters and cases are the same as the hardcover version. Definitely recommend this version if you need 17th edition.

When you are developing a marketing strategy in any line of business,
you will be thinking about how to allocate resources and align your
efforts in a number of areas simultaneously, trying to juggle priorities.
The classical 'marketing mix' I once taught to business students asserts
there are only four aspects (the '4 Ps') to be considered: product, price,
place and promotions. This definition of the marketing mix was created
by Jerome McCarthy in his 1960 book called Basic Marketing: A Managerial
Approach.

In the real world, the 4 P framework is clearly inadequate. I propose that you use a following more robust definition with 14 Ps when you are plotting how to sell your new book.

Marketing is the process of creating, implementing, monitoring and
evolving a strategy for the complete marketing mix, which is:
* having a needed product (or service)
* available at a convenient place (and time)
* for a mutually satisfactory price (value),
* while ensuring that the correct segments of the public
* are aware (the promotional mix)
* and motivated (positioning),
* all in a manner which takes advantage of strategic partnerships
and contributes to the overall purpose (passion).

The promotional mix includes
* personal sales,
* publicity & public relations,
* paid advertising,
* and sales promotions.

Ideally, this will be done with respect and consideration to
* financial profits,
* the planet (our environment)
* and people (society).

While you digest that mouthful, consider that, as you solve your
book's marketing mix puzzle, you'll often be substituting creativity and
personal connections for the brute-force, expensive strategies employed
by the large publishing houses and other large corporations.

The above was an excerpt from:
Book Marketing DeMystified: Enjoy Discovering the Optimal Way to Sell Your Self-Published Book, Practical advice from the inventor of print-on-demand (POD) publishing

This book was very easy to follow.