McCarthy E.J., Perreault W.D. Basic Marketing: A Global-Managerial Approach

Irwin, 1993. — 816 p. — ISBN 10 025610509X / ISBN 13 9780256105094.This work offers a thorough integration of the latest marketing themes, topics and examples, to focus on management decision-making in marketing, and provide integrated coverage of special topics such as technology, ethics, international perspectives, relationship marketing and services. This book develops and presents the "Four Ps" framework when describing the components of the marketing mix (product, price, place, promotion).