文档介绍：Perreault−McCarthy: Basic Front Matter Preface © The McGraw−Hill
Marketing: panies, 2002
Global−Managerial
Approach, 14/e
Preface
Basic Marketing Is Designed to text’s four Ps framework, managerial orientation, and
Satisfy Your Needs strategy planning focus have proved to be foundation pil-
lars that are remarkably robust for supporting new
This book is about marketing and marketing strategy developments in the field and innovations in the text and
planning. And, at its essence, marketing strategy plan- package. Thus, with each new edition of Basic Marketing
ning is about figuring out how to do a superior job of we have continued to innovate to better meet the needs
satisfying customers. We take that point of view seri- of students and faculty. In fact, we have made ongoing
ously and believe in practicing what we preach. So you changes in how we develop the logic of the four Ps and
can trust that this new edition of Basic Marketing—and the marketing strategy planning process. As always,
all of the other teaching and learning materials that ac- though, our objective is to provide a flexible, high-quality
company it—will satisfy your needs. We’re excited text and choices prehensive and reliable support
about this edition of Basic Marketing, and we hope that materials—so that instructors and students can -
you will be as well. plish their learning objectives. For example, included
In developing this edition we’ve made hundreds of with the other innovations for this new edition are
big and small additions, changes, and improvements in • Integrated coverage, throughout the text, of the
the text and all of the supporting materials that - significant impacts that merce, the ,
pany it. We’ll highlight some of those changes in this and related information technologies are having
preface, but first it’s useful to put this newest edition in a on marketing.
longer-term perspective.
• plete revision of the Student CD-ROM to
pany Basic Marketing es