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Basic marketing : a global-managerial approach

Author: Joseph P Cannon; William D Perreault, Jr.; E Jerome McCarthy
Publisher: Boston : McGraw-Hill/Irwin, 2007 ©2008.
Edition/Format:   Print book : English : 16th edView all editions and formats
Database:WorldCat
Summary:

Focuses on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. This title builds on the four Ps framework, managerial  Read more...

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Document Type: Book
All Authors / Contributors: Joseph P Cannon; William D Perreault, Jr.; E Jerome McCarthy
ISBN: 0071101101 9780071101103
OCLC Number: 123335136
Description: xxxvi, 790, [45] pages : color illustrations ; 28 cm
Contents: 1 Marketing's Value to Consumers, Firms, and Society 2 Marketing Strategy Planning 3 Focusing Marketing Strategy with Segmentation and Positioning 4 Evaluating Opportunities in the Changing Marketing Environment 5 Demographic Dimensions of Global Consumer Markets 6 Final Consumers and Their Buying Behavior 7 Business and Organizational Customers and Their Buying Behavior 8 Improving Decisions with Marketing Information 9 Elements of Product Planning for Goods and Services 10 Product Management and New-Product Development 11 Place and Development of Channel Systems 12 Distribution Customer Service and Logistics 13 Retailers, Wholesalers, and Their Strategy Planning 14 Promotion--Introduction to Integrated MarketingCommunications 15 Personal Selling and Customer Service 16 Advertising and Sales Promotion 17 Pricing Objectives and Policies 18 Price Setting in the Business World 19 Implementing and Controlling Marketing Plans: Evolution and Revolution 20 Managing Marketing's Link with Other Functional Areas 21 Developing Innovative Marketing Plans 22 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A Economics Fundamentals Appendix B Marketing Arithmetic Appendix C Career Planning in Marketing Index
Responsibility: Joseph P. Cannon, William D. Perreault, Jr., E. Jerome McCarthy.

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