Perreault W., Cannon J., McCarthy E.J. Basic Marketing

13th edition. McGraw-Hill/Irwin, 1999.Chapters 1-4Covered topics:
The Role of Marketing in the Global Economy
Marketing’s Role within the Firm or Nonprofit Organization
Focusing Marketing Strategy with Segmentation and Positioning
Evaluating Opportunities in the Changing Marketing Environment
+ Includes many examples, exsibits, tables, illustrations and conclusions. Would be very useful for various marketing researches due to the examples presented.