Discover the essential principles of modern marketing with “BASIC MARKETING 17e,” a cornerstone text for aspiring marketers. This edition, from “The Bookish Owl,” expertly retains its foundational pillars: the renowned four Ps framework, a clear managerial orientation, and an unwavering focus on strategy planning. As the pioneer of the “four Ps” in introductory marketing, this book guides you through making critical customer-focused decisions. “BASIC MARKETING” consistently evolves to reflect the latest best practices and environmental shifts, offering new concepts, updated examples, and recent innovations. This critically revised edition seamlessly integrates concepts with the marketing strategy planning model, making it the most widely used and indispensable resource for understanding introductory marketing. Perfect for students and professionals seeking a comprehensive and up-to-date guide.