- Hardcover: 758 pages
- Publisher: McGraw-Hill/Irwin; 17 edition (October 16, 2008)
- Language: English
- ISBN-10: 0073381055
- ISBN-13: 978-0073381053
- Product Dimensions: 8.8 x 1.2 x 11 inches
- Shipping Weight: 4.2 pounds
- Average Customer Review: 73 customer reviews
- Amazon Best Sellers Rank: #950,684 in Books (See Top 100 in Books)
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Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition 17th Edition
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I'm using the 17e version for a class that requires 18e and I have had no problems. The questions appear to be the same as the page numbers are identical. The 18e version undoubtedly has updated web resource listings but it will cost you a couple hundred more dollars.
I also liked the fact that book didn't just address marketing, but was often applicable to business in general. It was interesting and informative, and full of relevant examples. VERY well done for an introductory textbook!!
However, if you are like me this text is assigned so that's not the most important part :)
What is important is that I am currently enrolled in a course the required me to use the 19th ed. and I could not afford it. So I went to the school library and checked out the reserved copy to see if there had any major updates since the last book (it's shorter and adds info about technology- which is like 1 section each chapter). I was pretty confident that previous editions would still work- and you know what? It does. No problems at all and the new edition is currently over $200 new/$50 to rent. This was $1.25 to buy from Goodwill and arrived in 3 days. This was a win!
The cases at the end of the book allow you to think of real marketing issues (if you can find an instructor manual for this book, there are plenty of interesting comments about the cases). There is not much diifference between this edition and the latest ones, so if you buy this you'll have great value for your money. Most of the sections of the book have not changed that much over time. An area where this book is a bit weak, even in its latest editions, is the discussion of social networks. A new chapter about this subject (written from scratch) would probably make sense for a new edition. Anyway, as the authors say, giving too much emphasis to social networks would be a mistake (sort of building a better mousetrap and hope that the world will pave a way to your door.)
The layout is great and the exhibits break up long chapters as well as show you some of those real-world examples I was talking about. Groups of paragraphs are labeled in the margin with a catchphrase, making it easy to go back and find information you need.
Overall, this textbook does a great job of keeping the reader interested and showing them how marketing is relevant to their own life.