EBOOK: Basic Marketing

This comprehensive marketing textbook delivers a foundational education in the four Ps framework—product, price, place, and promotion—with a sharp focus on strategic planning and managerial decision-making. It guides readers through the core process of identifying target customers and determining the most effective ways to satisfy their needs, establishing a clear and practical understanding of marketing principles. The material is structured to build from the ground up, ensuring that the core concepts of marketing strategy are accessible and logically developed for anyone new to the field. This approach makes complex marketing theory immediately applicable to real-world business scenarios.

What truly distinguishes this resource is its integrated teaching system, which combines the core text with ConnectPlus and LearnSmart digital tools for a more interactive and adaptive learning experience. The author, William Perreault, brings authoritative credibility as a pioneer who helped establish the four Ps as the standard model in introductory marketing education. It is an ideal resource for university students in introductory business courses, self-learners seeking a structured marketing education, or new managers needing a strategic refresher. Ultimately, this book equips its readers with the decision-making framework necessary to build and execute effective marketing plans from the ground up.