Essentials of marketing :
Perreault, William D.,
Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 10th ed. - Boston, Mass. : McGraw-Hill/Irwin, c2006. - xl, 638 p. : col. ill. ; 28 cm. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and index
Marketing's value to consumers, firms, and society ---
Marketing strategy planning --
Focusing marketing strategy with segmentation and positioning --
Evaluating opportunities in the changing marketing environment --
Final consumers and their buying behavior --
Business and organizational customers and their buying behavior --
Improving decisions with marketing information --
Elements of product planning for goods and services --
Product management and new-product development --
Place and development of channel systems --
Distribution customer service and logistics--
Retailers, wholesalers, and their strategy planning --
Promotion: introduction to integrated marketing communications --
Personal selling --
Advertising and sales promotion --
Pricing objectives and policies --
Price setting in the business world --
Developing innovative marketing plans: appraisal and challenges.
0071116338 0072935898 (alk. paper) 9780072935899 (alk. paper)
9780072935899
Marketing.
HF5415 / .M378
Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 10th ed. - Boston, Mass. : McGraw-Hill/Irwin, c2006. - xl, 638 p. : col. ill. ; 28 cm. + 1 CD-ROM (4 3/4 in.)
Includes bibliographical references and index
Marketing's value to consumers, firms, and society ---
Marketing strategy planning --
Focusing marketing strategy with segmentation and positioning --
Evaluating opportunities in the changing marketing environment --
Final consumers and their buying behavior --
Business and organizational customers and their buying behavior --
Improving decisions with marketing information --
Elements of product planning for goods and services --
Product management and new-product development --
Place and development of channel systems --
Distribution customer service and logistics--
Retailers, wholesalers, and their strategy planning --
Promotion: introduction to integrated marketing communications --
Personal selling --
Advertising and sales promotion --
Pricing objectives and policies --
Price setting in the business world --
Developing innovative marketing plans: appraisal and challenges.
0071116338 0072935898 (alk. paper) 9780072935899 (alk. paper)
9780072935899
Marketing.
HF5415 / .M378