Basic marketing : a managerial approach / E. Jerome McCarthy.
Publication details: Homewood, Ill. : R. D. Irwin, 1978.Edition: 6th editionDescription: xix, 767 p. : ill. ; 25 cmISBN:- 0256020485
- 658.8 22 MCC
| Item type | Current library | Call number | Copy number | Status | Date due | Barcode |
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Book Open Access
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Engineering Library | 658.8 MCC 1 (Browse shelf(Opens below)) | 1 | Available | 0027812 |
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| 658.8 MAR 7 Marketing / | 658.8 MAR 8 Marketing / | 658.8 MAR 9 Marketing / | 658.8 MCC 1 Basic marketing : a managerial approach / | 658.8 PER 1 Basic marketing : a global-managerial approach / | 658.8 PER 2 Basic marketing : a global-managerial approach / | 658.8 PER 3 Basic marketing : a global-managerial approach / |
Contents
Chapter 1. Marketing's role in society
Chapter 2. Marketing's role within the firm
Chapter 3. Marketing strategy planning
Chapter 4. Uncontrollable environments affecting marketing management
Chapter 5. Demographic dimensions of U.S. consumer markets
Chapter 6. Behavioral dimensions of the consumer market
Chapter 7. Intermediate Customers and their buying behavior
Chapter 8. Segmenting Markets
Chapter 9. Forecasting target market potential and sales
Chapter 10. Product planning
Chapter 11. Packaging and branding
Chapter 12. Goods classes and strategy planning
Chapter 13. Place and the development of channel system
Chapter 14. Retailing
Chapter 15. Wholesaling
Chapter 16. Physical Distribution
Chapter 17. Promotion-Introduction
Chapter 18. Personal Selling
Chapter 19. Mass selling
Chapter 20. Pricing objectives and policies
Chapter 21. Cost-oriented pricing in the real world
Chapter 22. Demand-oriented approaches to price determination
Chapter 23. Strategic Planning
Chapter 24. Planning and implementing marketing programs
Chapter 25. Marketing planning for international markets
Chapter 26. Gathering information for marketing decision making
Chapter 27. Controlling Marketing Programs
Chapter 28. Marketing in a consumer-oriented society : Appraisal and challenges
Includes bibliographical references and indexes.
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