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Essentials of marketing : a marketing strategy planning approach

Author: William D Perreault, Jr.; Joseph P Cannon, (Assistant professor of marketing); E Jerome McCarthy
Publisher: Boston : McGraw-Hill/Irwin, ©2008.
Edition/Format:   Print book : English : 11th edView all editions and formats
Summary:

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

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Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: William D Perreault, Jr.; Joseph P Cannon, (Assistant professor of marketing); E Jerome McCarthy
ISBN: 9780073404714 0073404713 9780071284608 0071284605 9780071283342 007128334X 9780073282879 0073282871
OCLC Number: 150256245
Description: xxxvi, 660, [37] pages : color illustrations ; 28 cm + 1 CD-ROM (4 3/4 in.)
Details: System requirements: Microsoft Windows, 2000/XP, or Windows Vista; Minimum 256 MB main memory; 512 MB recommended; Internet explorer 6.0 or higher.; System requirements for CD-ROM: Microsoft Windows 2000/XP, or Windows Vista, minimum 256 MB main memory, 512 MB recommended, Internet Explorer 6.0 or higher.
Contents: 1. Marketing's Role in the Global Economy 2. Marketing's Role within the Firm or Nonprofit Organization 3. Focusing Marketing Strategy with Segmentation and Positioning 4. Evaluating Opportunities in the Changing Marketing Environment 5. Final Consumers and Their Buying Behavior 6. Business and Organizational Customers and Their Buying Behavior 7. Improving Decisions with Marketing Information 8. Elements of Product Planning for Goods and Services 9. Product Management and New-Product Development 10. Place and Development of Channel Systems 11. Distribution Customer Service and Logistics 12. Retailers, Wholesalers, and Their Strategy Planning 13. Promotion--Introduction to Integrated Marketing Communications 14. Personal Selling 15. Advertising and Sales Promotion 16. Pricing Objectives and Policies 17. Price Setting in the Business World 18. Developing Innovative Marketing Plans: Appraisal and Challenges Appendixes A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in Marketing
Responsibility: William D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy.
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