Learning aid for Essentials of marketing
By: by William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy
Contributors: McCarthy, E. Jerome (Edmund Jerome); Cannon, Joseph P.
Edition: 12th ed.
Publisher: McGraw-Hill
Published: 2010
Place of publication: New York, NY
Language: eng
ISBN-13: 9780077246433
Subjects: Marketing
Other titles: Essentials of marketing
Notes: Accompanies "Essentials of marketing". 12th ed.
Table of contents: title: Marketing's value to consumers, firms, and society; title: Marketing strategy planning; title: Evaluating opportunities in the changing marketing environment; title: Focusing marketing strategy with segmentation and positioning; title: Final consumers and their buying behavior; title: Business and organizational customers and their buying behavior; title: Improving decisions with marketing information; title: Elements of product planning for goods and services; title: Product management and new-product development; title: Place and development of channel systems; title: Distribution customer service and logistics; title: Retailers, wholesalers, and their strategy planning; title: Promotion-introduction to integrated marketing communications; title: Personal selling and customer service; title: Advertising and sales promotion; title: Pricing objectives and policies; title: Price setting in the business world; title: Ethical marketing in a consumer-oriented world: appraisal and challenges.