Essentials of marketing :
Perreault, William D.,
Essentials of marketing : a global managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 6th ed. - Boston : Irwin/McGraw-Hill, ©1994 - xxiii, 552 pages : illustrations (some color) ; 26 cm. - Irwin series in marketing. .
Includes indexes.
Marketing's role in the global economy 2
Marketing's role within the form or nonprofit organization 24
Finding target market opportunities with market segmentation 60
Evaluating opportunities in the changing marketing environment 84
Getting information for marketing decisions 112
Final consumers and their buying behavior 132
Business and organizational customers and their buying behavior 156
Elements of product planning for goods and services 178
Product management and new-product development 204
Place: channel systems and distribution customer service 224
Retailers and their strategy planning 252
Wholesalers and their strategy planning 274
Promotion-introduction 292
Personal selling 312
Advertising 334
Pricing objectives and policies 356
Price setting in the business world 394
Ethical marketing in a consumer-oriented world: appraisal and challenges 416
0256127468 9780256127461 9780256155617
Marketing.
HF5415 / .M378
Essentials of marketing : a global managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 6th ed. - Boston : Irwin/McGraw-Hill, ©1994 - xxiii, 552 pages : illustrations (some color) ; 26 cm. - Irwin series in marketing. .
Includes indexes.
Marketing's role in the global economy 2
Marketing's role within the form or nonprofit organization 24
Finding target market opportunities with market segmentation 60
Evaluating opportunities in the changing marketing environment 84
Getting information for marketing decisions 112
Final consumers and their buying behavior 132
Business and organizational customers and their buying behavior 156
Elements of product planning for goods and services 178
Product management and new-product development 204
Place: channel systems and distribution customer service 224
Retailers and their strategy planning 252
Wholesalers and their strategy planning 274
Promotion-introduction 292
Personal selling 312
Advertising 334
Pricing objectives and policies 356
Price setting in the business world 394
Ethical marketing in a consumer-oriented world: appraisal and challenges 416
0256127468 9780256127461 9780256155617
Marketing.
HF5415 / .M378