000			01579cam a22002174a 4500
999			_c1356 _d1356
020			_a0256127468
020			_a9780256127461
020			_a9780256155617
050	0	0	_aHF5415 _b.M378
100	1		_aPerreault, William D.,
245	1	0	_aEssentials of marketing : _ba global managerial approach / _cWilliam D. Perreault, Jr., E. Jerome McCarthy.
250			_a6th ed.
260			_aBoston : _bIrwin/McGraw-Hill, _c©1994
300			_a xxiii, 552 pages : _billustrations (some color) ; _c 26 cm.
440			_a Irwin series in marketing.
500			_aIncludes indexes.
505			_aMarketing'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
650		0	_aMarketing.
700	1		_aMcCarthy, E. Jerome
942			_cBK