TY  - BOOK
AU  - Perreault,William D.
AU  - Cannon,Joseph P.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a marketing strategy planning approach 
SN  - 0077861043
AV  - HF5415 .P4357 2015
U1  - 658.8 23
PY  - 2015///]
CY  - New York
PB  - McGraw-Hill Education
KW  - Marketing
N1  - 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
ER  -