Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy.

By: Contributor(s): Publisher: Boston : McGraw-Hill/Irwin, c2008Edition: Eleventh editionDescription: xxxvi, 660, [37] pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0073404714 [paperback]
Subject(s): DDC classification:
  • 658.8 P455 2008
Online resources:
Contents:
Chapter one Marketing's value to consumers, firms, and society -- chapter two Marketing strategy planning -- Chapter three Focusing marketing strategy with segmentation and positioning -- Chapter four Evaluating opportunities in the changing marketing environment -- Chapter five Final consumers and their buying behavior -- Chapter six Business and organizational customers and their buying behavior -- Chapter seven Improving decisions with marketing information -- Chapter eight Elements of product planning for goods and services -- Chapter nine Product management and new-product development -- Chapter ten Place and development of channel systems -- Chapter eleven Distribution customer service and logistics -- Chapter twelve Retailers, wholesalers, and their strategy planning -- Chapter thirteen Promotion-introduction to integrated marketing communications -- Chapter fourteen Personal selling and customer service -- Chapter fifteen Advertising and sales promotion -- Chapter sixteen Pricing objectives and policies -- Chapter seventeen Price setting in the business world -- Chapter eighteen Ethical marketing in a consumer-oriented world: appraisal and challenges
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Reference Reference Graduate School Library Annex 658.8 P455 2008 (Browse shelf(Opens below)) Available UC12-000004584

Includes bibliographical references (pages 601-655) and index

Chapter one Marketing's value to consumers, firms, and society -- chapter two Marketing strategy planning -- Chapter three Focusing marketing strategy with segmentation and positioning -- Chapter four Evaluating opportunities in the changing marketing environment -- Chapter five Final consumers and their buying behavior -- Chapter six Business and organizational customers and their buying behavior -- Chapter seven Improving decisions with marketing information -- Chapter eight Elements of product planning for goods and services -- Chapter nine Product management and new-product development -- Chapter ten Place and development of channel systems -- Chapter eleven Distribution customer service and logistics -- Chapter twelve Retailers, wholesalers, and their strategy planning -- Chapter thirteen Promotion-introduction to integrated marketing communications -- Chapter fourteen Personal selling and customer service -- Chapter fifteen Advertising and sales promotion -- Chapter sixteen Pricing objectives and policies -- Chapter seventeen Price setting in the business world -- Chapter eighteen Ethical marketing in a consumer-oriented world: appraisal and challenges

English

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