Twenty-seven years ago, the first edition of Basic Marketing pioneered an innovative structure using the '4 Ps' with a managerial approach for the introductory marketing course. Since then, Basic Marketing has been continuously improved and refined. Innovations have been added with each new edition and at the same time the best and proven elements of earlier editions have been enhanced. In addition, a concept that began as a 'textbook' has expanded to become a comprehensive set of high quality teaching and learning materials. The response of both teachers and students to this ongoing effort has been gratifying. Basic Marketing and all of its supporting materials have been more widely used than any other teaching materials for introductory marketing. The '4 Ps' has proved to be an organizing structure that has worked for millions of students and teachers.