Perreault and McCarthy's book pioneered the "4Ps" approach for organizing marketing strategy decisions. THia clear approach has worked well in the first marketing course for millions of marketing dtudents.

Study the role of marketing for customers, businesses and society. Marketing strategic plan. Assess opportunities in the changing marketing environment. Demographic, behavioral aspects of global consumer marketing. Improve decisions based on marketing intelligence. Plan for products and services. New product development and management. Distributing customer service. Strategic plan for retail, wholesale products...