McCarthy, Edmund Jerome <br/><br/>
Essentials of marketing :  a global managerial approach / 
E. Jerome McCarthy, William D. Perreault, Jr. 
 - 6th ed 
 - Burr Ridge, IL :  Irwin,  c1994. 
 - xxiii, 552 p. :  chiefly col. ill. 
 - The Irwin series in marketing .
<br/><br/> "Shortened version of our Basic marketing".  Includes bibliographical references, glossary and index. 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing