by William D. Perreault, E. Jerome McCarthy · Mcgraw-Hill College · tapa blanda · ISBN 9780072464207
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«Essentials of Marketing: A Global Managerial Approach» is the marketing textbook by William D. Perreault and E. Jerome McCarthy (McGraw-Hill, paperback).
University textbook presenting the fundamentals of marketing from a managerial and global perspective: it reviews the key concepts, strategies, and tools of the discipline for operating in international markets. Its practical approach is oriented towards business management.
This is the ninth edition of the work and belongs to the The Irwin/McGraw-Hill Series in Marketing collection. The text is in English. It includes a CD with supplementary material.
Aimed at university marketing students and professionals seeking a global and practical view of the discipline.
