Perreault William D. Jr., McCarthy E. Jerome. Basic Marketing: A Global-Managerial Approach

14th edition — McGraw-Hill, Erwin, 2002. — 848 p.
Language: English.A great Marketing Basics text book.
Embodying the continuous improvement and constant innovation of the market's most talented-and most driven-author,Bill Perreault,this latest edition of the marketing classic takes on the virtual corporation of the late '90s and beyond,addresses relationship marketing thoughtfully throughout, and expands its discussions of global issues,ethics,IMC,cross-functional topics,customer satisfaction,business-to-business,services and more!