Basic Marketing: A Global - Managerial Approach

by Kenneth Wong

Emphasis on Strategic Management/Planning Approach. Case comprehensive. Long history of success in the U.S. and in Canada. McCarthy was the first Marketer to develop the "4 P's". Comprehensive coverage of key concepts. Marketing Demos, illustrating Canadian companies and current marketing practices. Integrated coverage of International Marketing, environmental issues, and ethics. Integrated coverage of the internet (Internet Insites). Inclusion of frameworks, models, classification systems, and how-to-do-it techniques.

780 pages, Hardcover

First published June 1, 2004