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: Singapore : McGraw-Hill Education, c2017Edition: 15th edition, International student editionDescription: xxxi, 752 pages : illustrations ; 28 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 9789813151017 [newsprint]; 9813151013 Subject(s): Marketing| Item type | Current location | Call number | Status | Date due | Barcode |
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Book
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College Library | 658.8 P42 2017 (Browse shelf) | Available | 3UCBL000026291 |
"This International student edition is for use outside the U.S"--Cover.
Includes index.
Table of Contents: 1 Marketing's value to consumers, firms, and society -- 2 Marketing strategy planning -- 3 Evaluating opportunities in the changing market environment -- 4 Focusing marketing strategy with segmentation and positioning -- 5 Final consumers and their buying behavior -- 6 Business and organizational customers and their buying behavior -- 7 Improving decisions with marketing information -- 8 Elements of product planning for goods and services -- 9 Product management and new-product development -- 10 Place and development of channel systems -- 11 Distribution customer service and logistics -- 12 Retailers, wholesalers, and their strategy planning -- 13 Promotion-introduction to integrated marketing communications -- 14 Personal selling and customer service -- 15 Advertising and sales promotion -- 16 Publicity: promotion using earned media, owned media, and social media -- 17 Pricing objectives and policies -- 18 Price setting in the business world -- 19 Ethical marketing in a customer-oriented world: appraisal and challenges.
BSBA-Marketing Management
English
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