TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a global managerial approach 
SN  - 0256127468 
AV  - HF5415 .M378 
PY  - 1994///
CY  - Boston
PB  - Irwin/McGraw-Hill
KW  - Marketing
N1  - 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
ER  -