by William Jr Perreault, E. Jerome McCarthy · tapa dura · ISBN 9780256270556
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This book, 'Applications in Basic Marketing', is a collection of clippings from the popular business press from the 1997-1998 edition. Written by William D. Perreault Jr. and E. Jerome McCarthy, this hardcover book was published by Richard D. Irwin in 1999 and offers an overview of basic marketing. With 226 pages, it is a useful reference for marketing students and professionals.
Edmund Jerome McCarthy was an American marketing professor and author. He proposed the concept of the 4 Ps marketing mix in his 1960 book Basic Marketing: A Managerial Approach, which has been one of the top textbooks in university marketing courses since its publication. According to the Oxford Dictionary of Marketing, McCarthy was a "pivotal figure in the development of marketing thinking". He was also a founder, advisory board member, and consultant for Planned Innovation Institute, which was established to bolster Michigan industry. In 1987, McCarthy received the American Marketing Association's Trailblazer Award, and was voted one of the "top five" leaders in marketing thought by the field's educators.
