Basic marketing : a global-managerial approach / William D. Perreault, and E. Jerome McCarthy
Series: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill, c2005.Edition: 15th editionDescription: xli, v. paging : col. ill. ; 29 cm. 1 CD ROM (4 3/4 in.)ISBN:- 0072525231 (alk. paper : hbk.)
- 9780072947038 (hbk.)
- 658.8 22 PER
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Contents;
Chapter 1. Marketing's value to consumers, firms and society
Chapter 2. Marketing strategy planning
Chapter 3. Focusing marketing strategy with segmentation and positioning
Chapter 4. Evaluating opportunities in the changing marketing environment
Chapter 5. Demographic dimensions of global consumer markets
Chapter 6. Behavioral dimensions of the consumer markets
Chapter 7. Business and organizational customers and their buying behavior
Chapter 8. Improving dimensions with marketing information
Chapter 9. Elements of product planning for goods and services
Chapter 10. Product management and new-product development
Chapter 11. Place and development of channel systems
Chapter 12. Distribution customer service and logistics
Chapter 13. Retailers, Wholesalers, and their strategy planning
Chapter 14. Promotion-Introduction to integrated marketing communication
Chapter 15. Personal selling
Chapter 16. Advertising and sales promotion
Chapter 17. Pricing objectives and policies
Chapter 18. Price setting in the business world
Chapter 19. Implementing and controlling marketing plans: evolution and revolution
Chapter 20. Managing marketing's link with other functional areas
Chapter 21. Developing innovative marketing plans
Chapter 22. Ethical marketing in a customer-oriented world: appraisal and challenges
Appendices
Includes bibliographical references and indexes
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