Basic Marketing: A Global-Managerial Approach

by E. Jerome McCarthy

The book is in very good condition -- no markings, just ordinary shelf wear.

Genres: Business

700 pages, Hardcover

First published January 1, 1979

Reviews

[Heather]

So. Turns out I bought the wrong prerequisite book and didn't find out about it until I had shelled out a bunch of money for this behemoth. The first 60 pages were pretty good though...although I wasn't looking forward to reading a 900 page textbook. There was definitely some good information for one (or more) of my former employers to keep in mind. Stuff about working as a team, non-profits needing to also be customer (member) focused, etc. Ah well.

[E.A. Hopkins]

I bought this for $2 at a secondhand bookstore in my mall, and it’s the reason I passed my marketing CLEP exam.

My only qualms are that it uses outdated language and references, and the structure of the textbook makes it hard to read through without long breaks in between chapters.

Otherwise very handy.

[Fahed Al Kerdi]

Looking up for 4Ps model was my main reason why I have read this reference book, it has a comprehensive analysis for the basic concept of marketing mix.
Very recommended for postgraduate students who are planning to conduct a research on marketing mix

[Abdi Fatah]

I WENT LEAR INFORMATION THIS BOOK BC IAM STUDANT