Basic marketing : a global-managerial approach (Book, 1993) []
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Basic marketing : a global-managerial approach

Author: E Jerome McCarthy; William D Perreault, Jr.
Publisher: Homewood, IL : Irwin, ©1993.
Series: Irwin series in marketing.
Edition/Format:   Print book : English : 11th edView all editions and formats

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Document Type: Book
All Authors / Contributors: E Jerome McCarthy; William D Perreault, Jr.
ISBN: 025610509X 9780256105094 0256143153 9780256143157 0256128774 9780256128772
OCLC Number: 26636145
Description: xxii, 763, 15, 14 pages : color illustrations ; 27 cm.
Contents: Marketing's role in the global economy --
Marketing's role within the firm or nonprofit organization --
Finding target market opportunities with market segmentation --
Evaluating opportunities in the changing marketing environment --
Getting information for marketing decisions --
Demographic dimensions of global consumer markets --
Behavioral dimensions of the consumer market --
Business and organizational customers and their buying behavior --
Elements of product planning for goods and services --
Product management and new-product development --
Place and development of channel systems --
Logistics and distribution customer service --
Retailers and their strategy planning --
Wholesalers and their strategy planning --
Promotion: Introduction --
Personal selling --
Advertising --
Pricing objectives and policies --
Price setting in the business world --
Planning and implementing quality marketing programs --
Controlling marketing plans and programs --
Ethical marketing in a consumer-oriented world: appraisal and challenges.
Series Title: Irwin series in marketing.
Responsibility: E. Jerome McCarthy, William D. Perreault, Jr.


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