Marketing : creating value for customers / Gilbert A. Churchill, Jr., J. Paul Peter.
Material type:
TextPublication details: Burr Ridge, Ill. : Irwin, c1995.Description: xxxii, 703 p. : col. ill., col. maps ; 27 cmISBN: - 0256125392
- 0256173672 (annotated instructor's edition)
- 9780256125399
- HF5415 .C5275
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| HF5381 .Ab8 Business Management and Administration | HF5381 .Ab8 Business Management and Administration | HF5415 .B53 Contemporary marketing 1999 / | HF5415 .C5275 Marketing : | HF5415 .D92 Business marketing : | HF5415 .M29474 Marketing/ | HF5415 .P658 Marketing : |
Includes bibliographical references and index
Marketing: creating value for customers --
Marketing environment --
Meeting social and ethical standards in marketing --
Marketing in a global environment --
Strategic marketing planning --
Creating a marketing plan --
Implementing and controlling the marketing effort --
Marketing research: information and technology --
Consumer behavior --
Organizational buying behavior --
Marketing segmentation --
New products --
Existing products --
Services --
Fundamentals of pricing --
Pricing goods and services --
Managing distribution channels --
Wholesaling, retailing, and physical distribution --
Communications mix --
Advertising, sales promotion, and publicity --
Personal selling and sales management --
Maintaining competitive advantage --
Mathematics used in marketing.
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