Back to matchesWe found a matchYour institution may have access to this item. Find your institution then sign in to continue.TitleBASIC MARKETING: A MANAGERIAL APPROACH.AuthorsMeissner, Frank; Peterson, Robert A.; Kerin, RogerAbstractThe article reviews the book "Basic Marketing: A Managerial Approach," by E. Jerome McCarthy.SubjectsBASIC Marketing: A Managerial Approach (Book); MCCARTHY, E. Jerome; MARKETING management; NONFICTIONPublicationJournal of Marketing, 1978, Vol 42, Issue 4, p103ISSN0022-2429Publication typeBook ReviewDOI10.2307/1250097