McCarthy, E. Jerome <br/><br/>
Basic marketing :  a managerial approach / 
E. Jerome McCarthy. 
 - 6th edition. 
 - Homewood, Ill. :  R. D. Irwin,  1978. 
 - xix, 767 p. :  ill. ;  25 cm. 
<br/><br/> Contents <br/>Chapter 1. Marketing's role in society<br/><br/>Chapter 2. Marketing's role within the firm<br/><br/>Chapter 3. Marketing strategy planning<br/><br/>Chapter 4. Uncontrollable environments affecting marketing  management  <br/><br/>Chapter 5. Demographic dimensions of U.S. consumer markets<br/><br/>Chapter 6. Behavioral dimensions of the consumer market<br/><br/>Chapter 7. Intermediate Customers and their buying behavior<br/><br/>Chapter 8. Segmenting Markets <br/><br/>Chapter 9. Forecasting target market potential and sales<br/><br/>Chapter 10. Product planning<br/><br/>Chapter 11. Packaging and branding<br/><br/>Chapter 12. Goods classes and strategy planning<br/><br/>Chapter 13. Place and the development of channel system<br/><br/>Chapter 14. Retailing <br/><br/>Chapter 15. Wholesaling<br/><br/>Chapter 16. Physical Distribution <br/><br/>Chapter 17. Promotion-Introduction<br/><br/>Chapter 18. Personal Selling <br/><br/>Chapter 19. Mass selling<br/><br/>Chapter 20. Pricing objectives and policies <br/><br/>Chapter 21. Cost-oriented pricing in the real world<br/><br/>Chapter 22. Demand-oriented approaches to price determination<br/><br/>Chapter 23. Strategic Planning<br/><br/>Chapter 24. Planning and implementing marketing programs<br/><br/>Chapter 25. Marketing planning for international markets<br/><br/>Chapter 26. Gathering information for marketing decision making <br/><br/>Chapter 27. Controlling Marketing Programs<br/><br/>Chapter 28. Marketing in a consumer-oriented society : Appraisal and challenges<br/> 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/><label>ISBN: </label>0256020485 
<br/><br/><label>LCCN: </label>77088299  
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>Dewey Class. No.: </label>658.8  / MCC