Essentials of Marketing, 17th Edition by William D. Perreault delves into the core principles of modern marketing, focusing on how effective marketing practices can meet target customer needs and contribute positively to the world. Building on the foundational 4Ps of Marketing established by Jerry McCarthy, this research-based resource prioritizes practical application and marketing strategy planning. The 17th edition has undergone significant revisions, reflecting the dynamic shifts in the market environment and marketing strategies. This edition prominently features several key themes: the integration of #M4BW (Marketing for a Better World), a deep dive into marketing analytics, emphasis on active learning, and a commitment to currency throughout the content. Discover the latest in marketing thought and practice with this comprehensive guide.
- Author: William D. Perreault
- Edition: 17th
- Publisher: McGraw Hill
- ISBN-10: 1260260372
- ISBN-13: 978-1260260373
- Publication Date: January 30, 2020