Basic Marketing A Managerial Approach Author:E. Jerome McCarthy, Ph.D. From the Preface: — This text is designed for use in an introductory course in marketing -- either in schools with one or two marketing courses or in the larger business schools with a full complement of marketing courses. — All business students should be introduced to the basic problems and practices in marketing management. At the same time, i... more »t is wishful thinking to assume that a student can be taught all there is to know about marketing in one or two courses. And it is also clear that -- even in larger schools with a range of marketing courses -- less than one third of all business student become marketing majors.
This text, then, aims to meet the needs of the majority of beginning marketing students who are taking their first and perhaps only course in marketing. It tries to give the student an understanding and a feel for the marketing manager's job -- and the world in which the job must be performed.
This text does not offer a complete and detailed description of all possible problems or solutions in marketing. But it does offer a broad and necessary understanding of marketing problems -- giving the student a foundation for investigating more comprehensive references. A student must see the whole picture before the details can be appreciated.
E. Jerome McCarthy received his Ph.D. from the University of Minnesota in 1958. Since then he has taught at the Universities of Oregon, Notre Dame, and Michigan State. He has been deeply involved in teaching and developing new teaching materials. Besides writing various articles and monographs, he is the author of textbooks on data processing and "social issues in marketing".« less