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Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy.

By: Contributor(s): Material type: TextSeries: Irwin series in marketingPublication details: Chicago : Irwin, c1997.Edition: 7th edDescription: xxvi, 613 p. : col. ill., map ; 26 cmISBN:
  • 0256183414
ISSN:
  • 9780256183412
Subject(s): LOC classification:
  • HF5415 .M378
Contents:
Marketing's role in the global economy -- 2 Marketing's role within the firm or nonprofit organization -- 26 Finding target market opportunities with market segmentation 66 Evaluating opportunities in the changing marketing environment -- 92 Getting information for marketing decisions 122 Final consumers and their buying behavior -- 144 Business and organizational customers and their buying behavior -- 172 Elements of product planning for goods and services -- 196 Product management and new-product development -- 222 Place and development of channel systems -- 242 Logistics and distribution customer service -- 262 Retailers, wholesalers, and their strategy planning -- 280 Promotion: introduction to integrated marketing communications -- 306 Personal selling -- 328 Advertising and sales promotion -- 350 Pricing objectives and policies -- 376 Price setting in the business world - 416 Managing marketings' link with other functional areas 438 Marketing performance and ethics: appraisal and challenges 460
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks Reference HF5415 .M378 (Browse shelf(Opens below)) Available 12309
Books Methodist University Library Main General Stacks Reference HF5415 .M378 (Browse shelf(Opens below)) Available 12308
Books Methodist University Library Main General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 27200
Books Methodist University Library Tema General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 19902
Books Methodist University Library Tema General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 19903
Books Methodist University Library Tema General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 19904
Books Methodist University Library Tema General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 19905
Books Methodist University Library Tema General Stacks HF5415 .M378 (Browse shelf(Opens below)) Available 19906

McCarthy's name appears first in previous ed.

Marketing's role in the global economy -- 2
Marketing's role within the firm or nonprofit organization -- 26
Finding target market opportunities with market segmentation 66
Evaluating opportunities in the changing marketing environment -- 92
Getting information for marketing decisions 122
Final consumers and their buying behavior -- 144
Business and organizational customers and their buying behavior -- 172
Elements of product planning for goods and services -- 196
Product management and new-product development -- 222
Place and development of channel systems -- 242
Logistics and distribution customer service -- 262
Retailers, wholesalers, and their strategy planning -- 280
Promotion: introduction to integrated marketing communications -- 306
Personal selling -- 328
Advertising and sales promotion -- 350
Pricing objectives and policies -- 376
Price setting in the business world - 416
Managing marketings' link with other functional areas 438
Marketing performance and ethics: appraisal and challenges 460

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