TY  - BOOK
AU  - Perreault,William D.
AU  - Cannon,Joseph P.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a marketing strategy planning approach 
SN  - 9780070172463
AV  - HF5415 .M378 2010
U1  - 658.8 22
PY  - 2010///]
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - Includes bibliographical references and indexes; 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
ER  -