by E. Jerome McCarthy, William D. Perreault Jr. · McGraw-Hill Inc.,US · tapa dura · ISBN 9780256105094
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«Basic Marketing» is the marketing textbook by E. Jerome McCarthy and William D. Perreault Jr., published by McGraw-Hill in hardcover (763 pages, in English).
A reference work that presents marketing from a global and managerial perspective, oriented towards business management, sales and international markets. It covers the essential concepts of the discipline and their application in commercial decision-making, with a didactic approach typical of a university textbook.
This is the 11th edition of the work, published in 1993.
Aimed at marketing students and professionals seeking a global view of commercial management.
