TY  - BOOK
AU  - Perreault, William D.
AU  - Cannon,Joseph P.
AU  - McCarthy, Jerome E. 
TI  - Essentials of marketing: a marketing strategy planning approach 
SN  - 978007802888 [paperback]
PY  - 2012///
CY  - New York
PB  - McGraw Hill, 
KW  - Marketing
KW  - Planning
N1  - 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.
ER  -