Basic Marketing

Kenneth Wong | Queen’s University
Stanley J. Shapiro | Simon Fraser University
William D. Perreault | University of North Carolina
E. Jerome McCarthy | Michigan State University

URL: http://www.mcgrawhill.ca/highereducation/php/bookinfo.php?isbn=0070916667&pNumber=557949

Basic Marketing Is Designed to Satisfy Your Needs

This is a book about marketing and marketing strategy planning. It’s also a book that “practises what it preaches.” And, since the heart of marketing and marketing strategy is figuring out how to do a superior job of satisfying customers, it seems appropriate here to outline some of the important changes that we’ve made with instructors and students—our customers—in mind.

Continuous Innovation and Improvement

The success of Basic Marketing is not the result of a single strength or one long-lasting innovation. Rather, the text’s Four Ps framework, managerial orientation, and strategy-planning focus have proved to be pillars of a foundation that is remarkably robust for supporting new developments in the field and innovations in the text and package. In developing this 11th Canadian edition, we’ve reorganized chapters, made hundreds of additions big and small, and improved the text and the supporting materials that accompany it. We’ve added new instructional and learning aids, new case studies, and improvements to our Online Learning Centre. The goal was simple: to make this the most user-friendly source of information possible.