Buy new:
-83% $43.00
FREE delivery Wednesday, May 15
Ships from: Amazon
Sold by: Qumastore
$43.00 with 83 percent savings
List Price: $246.33

The List Price is the suggested retail price of a new product as provided by a manufacturer, supplier, or seller. Except for books, Amazon will display a List Price if the product was purchased by customers on Amazon or offered by other retailers at or above the List Price in at least the past 90 days. List prices may not necessarily reflect the product's prevailing market price.
Learn more
FREE Returns
Only 1 left in stock - order soon.
$$43.00 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$43.00
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Ships from
Amazon
Ships from
Amazon
Sold by
Qumastore
Sold by
Qumastore
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Returns
Eligible for Return, Refund or Replacement within 30 days of receipt
This item can be returned in its original condition for a full refund or replacement within 30 days of receipt.
Read full return policy
Payment
Secure transaction
Your transaction is secure
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
Payment
Secure transaction
We work hard to protect your security and privacy. Our payment security system encrypts your information during transmission. We don’t share your credit card details with third-party sellers, and we don’t sell your information to others. Learn more
$3.32
May have some shelf-wear due to normal use. Your purchase funds free job training and education in the greater Seattle area. Thank you for supporting Goodwill's nonprofit mission! May have some shelf-wear due to normal use. Your purchase funds free job training and education in the greater Seattle area. Thank you for supporting Goodwill's nonprofit mission! See less
$3.99 delivery Thursday, May 16. Details
Only 1 left in stock - order soon.
$$43.00 () Includes selected options. Includes initial monthly payment and selected options. Details
Price
Subtotal
$$43.00
Subtotal
Initial payment breakdown
Shipping cost, delivery date, and order total (including tax) shown at checkout.
Access codes and supplements are not guaranteed with used items.
Ships from and sold by Seattlegoodwill.
Amazon book clubs early access
Loading your book clubs
There was a problem loading your book clubs. Please try again.
Not in a club? Learn more
Amazon book clubs early access

Join or create book clubs

Choose books together

Track your books
Bring your club to Amazon Book Clubs, start a new book club and invite your friends to join, or find a club that’s right for you for free.
Explore Amazon Book Clubs
Kindle app logo image

Download the free Kindle app and start reading Kindle books instantly on your smartphone, tablet, or computer - no Kindle device required.

Read instantly on your browser with Kindle for Web.

Using your mobile phone camera - scan the code below and download the Kindle app.

QR code to download the Kindle App

Follow the author

William D. Perreault
+ Follow
More books from this author
Something went wrong. Please try your request again later.

Basic Marketing: A Marketing Strategy Planning Approach, 17th Edition 17th Edition

4.4 4.4 out of 5 stars 70 ratings
See all formats and editions

There is a newer edition of this item:

BASIC MARKETING: A Marketing Strategy Planning Approach
BASIC MARKETING: A Marketing Strategy Planning Approach
$132.99
(305)
Only 10 left in stock - order soon.
{"desktop_buybox_group_1":[{"displayPrice":"$43.00","priceAmount":43.00,"currencySymbol":"$","integerValue":"43","decimalSeparator":".","fractionalValue":"00","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"%2F0c%2BGqqLzKG0JsbNCle4TfJxv1YRomFpjnYc7XXvoswaM3mp658qfBjPGaesvijanouQ%2B4PLcOh%2BfCaYSVW0vkpC%2FS%2BRdm8u1AYNPFMYfdbAv%2BWXtqhLL6BaVqg%2BPR53i7YF8SS3UNc8XIeLrLkHwKVq2e8InGxhyb5iTp2VQvr70hqx1zQNvQfIOIv91gMa","locale":"en-US","buyingOptionType":"NEW","aapiBuyingOptionIndex":0}, {"displayPrice":"$3.32","priceAmount":3.32,"currencySymbol":"$","integerValue":"3","decimalSeparator":".","fractionalValue":"32","symbolPosition":"left","hasSpace":false,"showFractionalPartIfEmpty":true,"offerListingId":"%2F0c%2BGqqLzKG0JsbNCle4TfJxv1YRomFp5%2BZnsiD7nnQ8avsPxA5NGwrBpAyVfoevcReBFTzkgLO%2FKj2Uh6O7Xxp0RekQTbaTAzfwp3eOUjOmi8NTZpMF0ZLHYy0QmViIQVUMzR%2FZY3VLiM98XvxMGNPBOc4raMK%2B9tmOrirKBELdah7fFAIRMGST7gaRC3r4","locale":"en-US","buyingOptionType":"USED","aapiBuyingOptionIndex":1}]}

Purchase options and add-ons

Basic Marketing 17e builds on the foundation pillars of previous editions – the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs.

Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing’s best practices and ideas.

Throughout all of these changes, Basic Marketing and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent “best practices.” This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
Read more Read less
Previous page
  1. ISBN-10
    0073381055
  2. ISBN-13
    978-0073381053
  3. Edition
    17th
  4. Publisher
    McGraw-Hill/Irwin
  5. Publication date
    October 16, 2008
  6. Language
    English
  7. Dimensions
    9 x 1 x 11.5 inches
  8. Print length
    758 pages
  9. See all details
Next page
Books with Buzz
Books with Buzz
Discover the latest buzz-worthy books, from mysteries and romance to humor and nonfiction. Explore more

Product details

  • Publisher ‏ : ‎ McGraw-Hill/Irwin; 17th edition (October 16, 2008)
  • Language ‏ : ‎ English
  • Hardcover ‏ : ‎ 758 pages
  • ISBN-10 ‏ : ‎ 0073381055
  • ISBN-13 ‏ : ‎ 978-0073381053
  • Item Weight ‏ : ‎ 4.3 pounds
  • Dimensions ‏ : ‎ 9 x 1 x 11.5 inches
  • Customer Reviews:
    4.4 4.4 out of 5 stars 70 ratings

About the author

Follow authors to get new release updates, plus improved recommendations.
William D. Perreault

William D. Perreault

Brief content visible, double tap to read full content.
Full content visible, double tap to read brief content.

Discover more of the author’s books, see similar authors, read author blogs and more

Customer reviews

4.4 out of 5 stars
4.4 out of 5
70 global ratings

Top reviews from the United States

Sean Anderson
5.0 out of 5 stars Rock Solid Marketing Text (17e = 18e)
Reviewed in the United States on July 25, 2012
Verified Purchase
This is not your average college text book that you can't wait to resell on Amazon at the end of the term. This text has tons of great information--although slow and repetitive at first like many text books--that will help anyone understand the true nature and practicalities of marketing in the modern business. It sets the tone by telling the student how marketing, rather production, has evolved from the dawn of the industrial age to the modern "marketing company." If you are not in college, perhaps you are an entrepreneur or an executive who graduated college ten or twenty years ago, you will find this book very enlightening. As a person who has real-world experience marketing software online, I'm hit over the head with new insights in every chapter. I can already tell that my approach and methods are going to improve--as will my success. This is a fresh text that provides many examples and even points out common philosophical and methodological failings of traditional marketers--the author(s) don't hold back. Good Stuff.

I'm using the 17e version for a class that requires 18e and I have had no problems. The questions appear to be the same as the page numbers are identical. The 18e version undoubtedly has updated web resource listings but it will cost you a couple hundred more dollars.
3 people found this helpful
Helpful
 Report
AV
5.0 out of 5 stars Excellent Marketing Textbook From the Inventor of the 4Ps Concept
Reviewed in the United States on April 26, 2015
Verified Purchase
Excellent marketing textbook. It has been written by the inventor of the 4Ps and this is per se a guarantee of good quality. It is very nice to read and includes lots of good examples.
The cases at the end of the book allow you to think of real marketing issues (if you can find an instructor manual for this book, there are plenty of interesting comments about the cases). There is not much diifference between this edition and the latest ones, so if you buy this you'll have great value for your money. Most of the sections of the book have not changed that much over time. An area where this book is a bit weak, even in its latest editions, is the discussion of social networks. A new chapter about this subject (written from scratch) would probably make sense for a new edition. Anyway, as the authors say, giving too much emphasis to social networks would be a mistake (sort of building a better mousetrap and hope that the world will pave a way to your door.)
Helpful
 Report
FoxyIsFree
4.0 out of 5 stars Saving Money and Learning How to Navigate the Marketplace Like a Smart Consumer
Reviewed in the United States on October 29, 2014
Verified Purchase
There is a lot of information in this book- but I have found while I am taking notes that I have to read between the lines to synthesize is down to main ideas. Still, it is a very thorough review of the topics listed.

However, if you are like me this text is assigned so that's not the most important part :)

What is important is that I am currently enrolled in a course the required me to use the 19th ed. and I could not afford it. So I went to the school library and checked out the reserved copy to see if there had any major updates since the last book (it's shorter and adds info about technology- which is like 1 section each chapter). I was pretty confident that previous editions would still work- and you know what? It does. No problems at all and the new edition is currently over $200 new/$50 to rent. This was $1.25 to buy from Goodwill and arrived in 3 days. This was a win!
Helpful
 Report
Cassie
5.0 out of 5 stars Sometimes I forget I'm reading a textbook
Reviewed in the United States on November 13, 2010
Verified Purchase
I am a business major in college and I needed to purchase this book for an Introduction to Marketing class I'm taking. This is definitely one of the most interesting textbooks I've ever read. The information is timely and each chapter has so many real-world examples of the marketing techniques it's discussing.

The layout is great and the exhibits break up long chapters as well as show you some of those real-world examples I was talking about. Groups of paragraphs are labeled in the margin with a catchphrase, making it easy to go back and find information you need.

Overall, this textbook does a great job of keeping the reader interested and showing them how marketing is relevant to their own life.
6 people found this helpful
Helpful
 Report
Oliver
5.0 out of 5 stars Awesome book!
Reviewed in the United States on September 7, 2012
Verified Purchase
This book was required for a university marketing class and glad I bought it here. Thank you for helping me save money. The book's condition does show minor wear and tear, but at a fraction of the retail price, it is very worth it. Every page is crisp and looks almost new. As for the actual material, the book is very interesting and does teach a lot about marketing. It is informative and easy to understand. It's more than just a textbook that discusses theory, it actually applies marketing strategies to real-world situations. Definitely recommend it.
Helpful
 Report
Audrey
5.0 out of 5 stars Quick shipping
Reviewed in the United States on November 19, 2010
Verified Purchase
I was really worried that this book wouldn't get here in time because I didn't register for this class til the last minute, and even though it seemed like forever and I was starting to get impatient, when I got it, I realized it had only been about 6 calendar days...pretty impressive! Thanks for saving my first week of class!
Helpful
 Report
Rob Kirk
4.0 out of 5 stars An extremely useful textbook that is surprisingly timely
Reviewed in the United States on July 18, 2015
Verified Purchase
The worst thing about textbooks is they have so much information but the timeliness becomes questionable. This edition is 6 years old (in 2015) but the ideas and references are useful. I would recommend this book to any student that is trying to supplement their learning.
Helpful
 Report
devopsecret
5.0 out of 5 stars Get this instead of the hardcover 17th edition
Reviewed in the United States on December 24, 2010
Verified Purchase
I bought this book for my Marketing 101 class. Saved me over $50 from what the hardcover version was retailing for at the time.

All the pages, chapters and cases are the same as the hardcover version. Definitely recommend this version if you need 17th edition.
Helpful
 Report