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Basic Marketing (European) By E. Jerome McCarthy

Basic Marketing (European)
by E. Jerome McCarthy

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Offering an introduction to the fundamental principles of Marketing, this book is structured around the classic "4Ps" organization, and provides explanations, frameworks and "how-to-do-it" techniques.
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Basic Marketing (European) Summary

Basic Marketing (European) by E. Jerome McCarthy

Basic Marketing, European Edition is intended as a first book in marketing, offering a comprehensive introduction to the fundamental principles of the subject. This adaptation builds on the highly successful US edition, offering a unique European perspective on marketing thought. Structured around the classic "4Ps" organization, the book offers students clear explanations, helpful frameworks and "how-to-do-it" techniques, with up-to-date examples to illustrate the concepts described.

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About E. Jerome McCarthy

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well. Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Table of Contents

1. Marketing's role in the organization

2. Understanding the changing marketing environment

3. Understanding the consumer environment

4. Business and organizational customers and their buying behaviour

5. Getting information for marketing decisions

6. Market segmentation, targeting and positioning7. Elements of product planning for good and services

8. New product development and branding

9. Place and development of channels of distribution10. Logistics and distribution

11. Retailers wholesalers and their strategy marketing plan

12. Promotion - introduction to integrated marketing communications

13. Advertising and public relations

14. Personal selling

15. Sales promotion and direct marketing

16. Pricing objectives and policies

17. Price setting in the business world

18. Developing innovative marketing plans

19. Implementing and controlling marketing plans

20. Managing Marketing's link with other functional area

Appendix A-Economics Fundamentals

Appendix B-Marketing Arithmetic


Additional information

Basic Marketing (European) by E. Jerome McCarthy
E. Jerome McCarthy
Used - Very Good
McGraw-Hill Education - Europe
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
This is a used book - there is no escaping the fact it has been read by someone else and it will show signs of wear and previous use. Overall we expect it to be in very good condition, but if you are not entirely satisfied please get in touch with us.