Essentials of Marketing: A Global-Management Approach

by William D. Perreault Jr.

Essentials of Marketing is a brief version of Basic Marketing, the worldwide market leading Principles text. Basic Marketing and Essentials of Marketing are the first books to develop and present the 4Ps framework (Product, Price, Place, Promotion) which describes the components of the marketing mix and forms the foundation of Marketing. Like Basic Marketing, Essentials of Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout. While Essentials of Marketing is a brief text, it is not a cut-and-paste of Basic Marketing. It is written carefully, thoroughly and specifically to be suitable for shorter Marketing courses. Author Bill Perreault shows this same dedication to the supplements package. Where most principles of marketing texts have separate supplement authors, Bill Perreault creates every item in the package. This unique involvement ensures quality, accuracy, and reliability.

Genres: Business, School, Academic

613 pages, Hardcover

First published January 1, 1997

Reviews

[Fahed Al Kerdi · Rating 4 out of 5]

After the successful "Basic Marketing", McCarthy contributed to another academic book, Essentials of Marketing. To me, the best benefit from this book was understanding the concept of market segmentation and marketing orientation. In addition, this book provided a good definition for 4Ps theory (which is originally developed by McCarthy himself in his previous book: Basic Marketing.

[Olivia · Rating 2 out of 5]

Hated this book, I probably read it 7 full times this semester. Exams never matched what was in it and every sentence is something either super important or the dumbest most common-sense sentence to ever come out of a humans brain. Waited until I finished the class to review this so I didn’t jinx myself, and trust I came out with that A++++++

[Alma Petterson · Rating 4 out of 5]

I have passed my class. But I do not like marketing.

[Giannis Papadopoulos · Rating 4 out of 5]

I used this book for class. It provides a good understanding of the 4Ps for someone with no previous marketing knowledge.

[Damon · Rating 3 out of 5]

Good and to the point with fantastic real life examples

[Amanda · Rating 4 out of 5]

Used this book for class. It's helpful and broken down so you can understand all the concepts.

[Than Thanh tran]

I want this document for my studying and I think it is very helpful

[Iman Ben chaibah · Rating 4 out of 5]

Though a great reference on marketing and this issue is of 2015, but it could have used further updated examples. And for being an international student copy, it was still more focused on US though.