![]() ![]() As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas. Some of the changes have been dramatic, and others have been subtle. Over many editions there has been constant change in marketing management and the marketing environment. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. The Perreault franchise was the pioneer of the “four Ps” in the introductory marketing course. Overview: Basic Marketing 18e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. Test Bank for Basic Marketing A Marketing Strategy Planning Approach 18th Edition by William D. ![]()
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