Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Jr., Joseph P. Cannon and E. Jerome McCarthy.
Material type:
TextPublisher: New York : McGraw Hill, c2012Edition: Thirteenth editionDescription: xl, 635 pages : illustration ; 27 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 978007802888 [paperback]; 0078028884 [paperback]Subject(s): Marketing | Planning| Item type | Current location | Call number | Copy number | Status | Date due | Barcode |
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College Library | 658.8 P42 2012 (Browse shelf) | c.1 | Available | 3UCBL000024084 | |
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Book
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College Library | 658.8 P42 2012 (Browse shelf) | c.2 | Available | 3UCBL000024085 | |
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Book
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College Library | 658.8 P42 2012 (Browse shelf) | c.3 | Available |
Includes index.
Contents: Chapter 1 Marketing's value to consumers, firms, and society -- Chapter 2 Marketing strategy planning -- Chapter 3 Evaluating opportunities in the changing market environment -- Chapter 4 Focusing marketing strategy with segmentation and positioning -- Chapter 5 Final consumers and their buying behavior -- Chapter 6 Business and organizational customers and their buying behavior -- Chapter 7 Improving decisions with marketing information -- Chapter 8 Elements of product planning for goods and services -- Chapter 9 Product management and new-product development -- Chapter 10 Place and development of channel systems -- Chapter 11 Distribution customer service and logistics -- Chapter 12 Retailers, wholesalers, and their strategy planning -- Chapter 13 Promotion-introduction to integrated marketing communications -- Chapter 14 Personal selling and customer service -- Chapter 15 Advertising,publicity, and sales promotion -- Chapter 16 Pricing objectives and policies -- Chapter 17 Price setting in the business world -- Chapter 18 Ethical marketing in a consumer-oriented world: appraisal and challenges.
BSBA-Marketing Management
BSBA-Marketing Management
BSBA-Marketing Management
English
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