Essentials of marketing : a marketing strategy planning approach /
Perreault, William D.
Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy. - 14th Edition. - New York : McGraw-Hill Education, c2015. - xliii, 717 pages : color illustrations ; 28 cm
McGraw Hill International edition. -- Cover. Includes bibliographical references (pages 645-685) and indexes.
Marketing’s value to consumers, firms and society -- Marketing strategy planning -- Evaluating opportunities in the changing market environment -- Focusing marketing strategy with segmentation and positioning -- Final consumers and their buying behavior -- Business and organizational costumers 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 p lanning -- 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: a ppraisal and challenges -- Appendix A Economics fundamentals -- Appendix B Marketing arithmetic -- Appendix C Career Planning in marketing
At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This book includes a variety of examples, explanations, frameworks, models, classification systems, cases, and "how-to-do-it" techniques that relate to our overall framework for marketing strategy planning.
978001259251634 (alk. paper) 1259251634 (alk. paper)
2013050518
Marketing
HF5415 / P42 2015
Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy. - 14th Edition. - New York : McGraw-Hill Education, c2015. - xliii, 717 pages : color illustrations ; 28 cm
McGraw Hill International edition. -- Cover. Includes bibliographical references (pages 645-685) and indexes.
Marketing’s value to consumers, firms and society -- Marketing strategy planning -- Evaluating opportunities in the changing market environment -- Focusing marketing strategy with segmentation and positioning -- Final consumers and their buying behavior -- Business and organizational costumers 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 p lanning -- 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: a ppraisal and challenges -- Appendix A Economics fundamentals -- Appendix B Marketing arithmetic -- Appendix C Career Planning in marketing
At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers. This book includes a variety of examples, explanations, frameworks, models, classification systems, cases, and "how-to-do-it" techniques that relate to our overall framework for marketing strategy planning.
978001259251634 (alk. paper) 1259251634 (alk. paper)
2013050518
Marketing
HF5415 / P42 2015