E. Jerome McCarthy

Preface T his text is designed for use in an introductory course in marketing, either in schools with one or two marketing courses or in the larger business schools with a full complement of marketing courses. All business students should be introduced to the basic problems and practices in...

Prcfacc This text is designed for use in an introductory course in marketing—either In schools with one or two marketing courses or in the larger business schools with a full complement of marketing courses. All business students should be introduced to the basic problems and practices in...

Twenty-four years ago, the first edition of Basic Marketing pioneered an innovative structure-using the "4 Ps" with a manageria! approach-for the introductory marketing course. Since then, the book has been continually improved and refined. The response of both teachers and students has been...

Preface The first edition of Basic Marketing pioneered an innovative structure—using the "four Ps" with a managerial approach—for the introductory marketing course. In the 30 years since publication of that first edition, there have been constant changes in marketing management. Some of the...