Perreault, William D.,  Jr <br/><br/>
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 
 - 14th Edition 
 - xliii, 717 pages :  color illustrations ;  28 cm 
<br/><br/>Includes bibliographical references (pages 645-685) and indexes 
<br/><br/>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 
<br/><br/><label>ISBN: </label>0077861043 9780077861049 
<br/><br/><label>LCCN: </label>2013050518 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing
<br/><br/><label>LC Class. No.: </label>HF5415  / .P4357 2015 
<br/><br/><label>Dewey Class. No.: </label>658.8