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.
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3 of 3 people found the following review helpful:
3.0 out of 5 stars
A little wordy.,
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This review is from: Basic Marketing w/Student CD (Hardcover)
I needed this book for my Marketing class at CSUDH. It's a good book, but I really feel it could be half as long as it is and still be useful. It tries to offer a lot of information, and it does, but it also winds up repeating a lot of the same concepts over and over. Shorter would be better. And of course, cheaper would be great!
2 of 2 people found the following review helpful:
5.0 out of 5 stars
Loved This Textbook,
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This review is from: Basic Marketing w/Student CD (Hardcover)
I really enjoyed using this textbook. The writing was clear and to the point. Real life examples were given that helped secure concepts. I decided to keep the book instead of selling it as I have done my other textbooks.
1 of 1 people found the following review helpful:
5.0 out of 5 stars
As good as textbooks can be,
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This review is from: Basic Marketing w/Student CD (Hardcover)
Received the expected information, formated differently than the 17th edition but can use in place of it.
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