Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Joseph P. Cannon, E. Jerome McCarthy.

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York : McGraw-Hill Education, c2015. Edition: 14th EditionDescription: xliii, 717 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 978001259251634 (alk. paper)
  • 1259251634 (alk. paper)
Subject(s): LOC classification:
  • HF5415  P42 2015
Contents:
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
Summary: 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.
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Holdings
Item type Current library Collection Call number Materials specified Status Notes Date due Barcode
Books Books Ladislao N. Diwa Memorial Library Reserve Section Non-fiction RUS HF5415 P42 2015 (Browse shelf(Opens below)) Room use only 77429 00077629

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.

Fund 164 BELVIEW Co., Inc. Purchased November 07, 2017 77429 nej PHP 3127.50 2017-10-1153
2017-1-0821

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