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Basic marketing : a marketing strategy planning approach

Author: William D Perreault; Joseph P Cannon, (Assistant professor of marketing); E Jerome McCarthy
Publisher: New York : McGraw-Hill/Irwin, ©2011.
Edition/Format:   Print book : English : 18th edView all editions and formats
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Document Type: Book
All Authors / Contributors: William D Perreault; Joseph P Cannon, (Assistant professor of marketing); E Jerome McCarthy
ISBN: 9780073529950 0073529958
OCLC Number: 496956060
Description: xxxix, 746, 30, 11 pages : illustrations (some color) ; 29 cm
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 --
Demographic dimensions of global consumer markets --
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 --
Implementing and controlling marketing plans : evolution and revolution --
Managing marketing's link with other functional areas --
Ethical marketing in a consumer-oriented world : appraisal and challenges --
Appendix A: Economics fundamentals --
Appendix B: Marketing arithmetic --
Appendix C: Career planning in marketing --
Video cases --
Cases --
Computer-aided problems --
Glossary.
Responsibility: William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy.

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