Essentials of marketing : a marketing strategy planning approach /
William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy.
- Fourteenth edition International edition
- New York, NY : McGraw-Hill Education, c2015
- xliii, 717 pages : color illustrations ; 28 cm
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