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Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill, 2005.Edition: 15th edDescription: xli, 793 [22] p. : col. ill. ; 28 cm. 1 CD ROM (4 3/4 in.)ISBN:
  • 9780072947038
Subject(s): DDC classification:
  • 658.8 PER
Contents:
Chapter 1:Marketing's Value to Consumers, Firms, and SocietyChapter 2:Marketing Strategy PlanningChapter 3:Focusing Marketing Strategy with Segmentation and PositioningChapter 4:Evaluating Opportunities in the Changing Marketing EnvironmentChapter 5:Demographic Dimensions of Global Consumer MarketsChapter 6:Behavioral Dimensions of the Consumer MarketChapter 7:Business and Organizational Customers and Their Buying BehaviorChapter 8:Improving Decisions with Marketing InformationChapter 9:Elements of product Planning for Goods and ServicesChapter 10:Product Management and New-Product DevelopmentChapter 11:Place and Development of Channel SystemsChapter 12:Distribution Customer Service and LogisticsChapter 13:Retailers, Wholesalers, and Their Strategy PlanningChapter 14:Promotion-Introduction to Integrated Marketing CommunicationsChapter 15:Personal SellingChapter 16:Advertising and Sales PromotionChapter 17:Pricing Objectives and PoliciesChapter 18:Price Setting in the Business WorldChapter 19:Implementing and Controlling Market Plans: Evolution and RevolutionChapter 20:Managing Marketing's Link with Other Functional AreasChapter 21:Developing Innovative Marketing PlansChapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A:Economics FundamentalsAppendix B:Marketing ArithmeticAppendix C:Career Planning in Marketing
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McCarthy's name appears first on the earlier edition.

Includes bibliographical references (p. 725-787) and indexes.

Chapter 1:Marketing's Value to Consumers, Firms, and SocietyChapter 2:Marketing Strategy PlanningChapter 3:Focusing Marketing Strategy with Segmentation and PositioningChapter 4:Evaluating Opportunities in the Changing Marketing EnvironmentChapter 5:Demographic Dimensions of Global Consumer MarketsChapter 6:Behavioral Dimensions of the Consumer MarketChapter 7:Business and Organizational Customers and Their Buying BehaviorChapter 8:Improving Decisions with Marketing InformationChapter 9:Elements of product Planning for Goods and ServicesChapter 10:Product Management and New-Product DevelopmentChapter 11:Place and Development of Channel SystemsChapter 12:Distribution Customer Service and LogisticsChapter 13:Retailers, Wholesalers, and Their Strategy PlanningChapter 14:Promotion-Introduction to Integrated Marketing CommunicationsChapter 15:Personal SellingChapter 16:Advertising and Sales PromotionChapter 17:Pricing Objectives and PoliciesChapter 18:Price Setting in the Business WorldChapter 19:Implementing and Controlling Market Plans: Evolution and RevolutionChapter 20:Managing Marketing's Link with Other Functional AreasChapter 21:Developing Innovative Marketing PlansChapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A:Economics FundamentalsAppendix B:Marketing ArithmeticAppendix C:Career Planning in Marketing

eng.

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