Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Jr., Ph.D., University of North Carolina, Joseph P. Cannon, Ph.D. Colorado State University, E. Jerome McCarthy, Ph.D., Michigan State University
Material type: TextPublisher: New York : McGraw-Hill Education, [2015]Edition: 14th EditionDescription: xliii, 717 pages : color illustrations ; 28 cmContent type:- text
- unmediated
- volume
- 0077861043
- 9780077861049
- 658.8 23
- HF5415 .P4357 2015
Item type | Current library | Call number | Status | Date due | Barcode | |
---|---|---|---|---|---|---|
Books | Balanga Library General Circulation | 658.8 P455e (Browse shelf(Opens below)) | Available | 3BPSU00109167Z | ||
Books | Balanga Library General Circulation | 658.8 P455e (Browse shelf(Opens below)) | Available | 3BPSU00109168- | ||
Books | Balanga Library General Circulation | 658.8 P455e (Browse shelf(Opens below)) | Available | 3BPSU00109169. | ||
Books | Balanga Library Reserve | 658.8 P455e (Browse shelf(Opens below)) | Available | 3BPSU00109170T |
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Includes bibliographical references (pages 645-685) and indexes
Marketing's Value to Consumers, Firms, and Society -- Marketing Strategy Planning -- Evaluating Opportunities in the Changing Marketing Environment -- Focusing Marketing Strategy with Segmentation and Positioning -- Final Consumers and Their Buying Behavior -- Business and Organizational Customers and Their Buying Behavior -- Improving Decisions with Marketing Information -- Elements of Product Planning for Goods and Services -- Product Management and New-Product Development -- Place and Development of Channel Systems -- Distribution Customer Service and Logistics -- Retailers, Wholesalers, and Their Strategy Planning -- Promotion - Introduction to Integrated Marketing Communications -- Personal Selling and Customer Service -- Advertising, Publicity, and Sales Promotion -- Pricing Objectives and Policies -- Price Setting in the Business World -- Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges -- Appendix A: Economics Fundamentals -- Appendix B: Marketing Arithmetic -- Appendix C: Career Planning in Marketing
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