Essentials of marketing : a marketing strategy planning approach - Perreault, William D.; Cannon, Joseph P.; McCarthy, E. Jerome (Edmund Jerome) (New York : McGraw-Hill/Irwin, 2010)
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 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 -- Video cases -- Cases -- Computer-aided problems.
Includes bibliographical references and indexes.
Keywords: Marketing