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

By: Contributor(s): Material type: TextTextLanguage: English Publication details: New York, NY : McGraw-Hill Education, c2015Edition: Fourteenth edition; International editionDescription: xliii, 717 pages : color illustrations ; 28 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781259251654 (paperback)
Subject(s): LOC classification:
  • HF5415 P42 2015
Contents:
Marketing's Value to Consumers, Firms, and Society -- Marketing Strategy Planning -- Evaluating Opportunities in the Changing Marketing Environment -- Focusing Marketing Strategy with Segmentation and Positioning -- Final Consumers and Their Buying Behavior -- Business and Organizational Customers 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 Planning -- 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: Appraisal and Challenges -- Appendix A Economics Fundamentals -- Appendix B Marketing Arithmetic --Appendix C Career Planning in Marketing.
Summary: "A book about marketing and marketing strategy planning that teaches students analytical abilities and how-to-do-it skills that prepare them for success."-- Provided by Publisher
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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 76393 00077967

Marketing's Value to Consumers, Firms, and Society -- Marketing Strategy Planning -- Evaluating Opportunities in the Changing Marketing Environment -- Focusing Marketing Strategy with Segmentation and Positioning -- Final Consumers and Their Buying Behavior -- Business and Organizational Customers 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 Planning -- 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: Appraisal and Challenges -- Appendix A Economics Fundamentals -- Appendix B Marketing Arithmetic --Appendix C Career Planning in Marketing.

"A book about marketing and marketing strategy planning that teaches students analytical abilities and how-to-do-it skills that prepare them for success."-- Provided by Publisher

Fund 164 Creative Mind Books Center Purchased 10/05/2017 76393 NEJ PHP 3,905.75 2017-09-0991 2017-1-0738

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