An Honest Review for ‘Basic Marketing w/Student CD’

Feb 4th, 2019 Filed under: Managerial Economics and Business Strategy — Economic Author

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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 marketings 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.


Don’t underestimate the name on this book, it was written by the creator of the 4Ps concept: E. Jerome McCarthy and it illustrates the whole process of marketing. It is full of examples, great graphics, summary of concepts, and well divided chapters, that make this book a must have for everyone, from the beginner to the advanced marketeer. I like specially the writting style, every concept is anticipated with an initial synthesis phrase in red, wich makes it easy to find exactly what you are looking for. This 16 edition has a CD with extra material, it is a shame that in the last editions McGraw Hil is selling this CD as an aditional purchase, and so the whole chapter about “marketing planning”. So, go for this 16 edition.

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