TY  - BOOK
AU  - McCarthy,E.Jerome
TI  - Basic marketing: a managerial approach 
SN  - 0256020485
U1  - 658.8 22
PY  - 1978///
CY  - Homewood, Ill.
PB  - R. D. Irwin
KW  - Marketing
KW  - Management
N1  - 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
ER  -