@book{198670,
	author = {Perreault, William D. and McCarthy, E. Jerome},
	title = {Basic marketing},
	publisher = {McGraw-Hill},
	year = {2005.},
	series = {McGraw-Hill/ Irwin series in marketing.},
	address = {Boston, Mass.},
	edition = {15th ed.},
	note = {McCarthy's name appears first on the earlier edition.}
}