Basic Marketing: A Market Strategy Planning Approach [with Student CD]

by E. Jerome McCarthy, Joseph Cannon

Builds on the foundation pillars of the four Ps framework, managerial orientation, and strategy planning focus. Consistent with a belief in continuous quality improvement, this book offers concepts, examples, and 'best practices'. It extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Unknown Binding

First published October 16, 2008

Reviews

[Sourabh Gharde · Rating 4 out of 5]

Good book with a strong focus on planning and strategy. The structure helps you see how everything fits inside a marketing plan. Useful if you care about the "how to use this" side of marketing.