000			02181cam a2200313 i 4500
999			_c6769 _d6769
001			286444528
005			20230604093733.0
008			090731s2010 nyua b 001 0 eng
020			_a9780070172463
040			_aDLC _cDLC _dYDX _dCDX _dUKM _dYDXCP _dCTI _erda
050	0	0	_aHF5415 _b.M378 2010
082	0	0	_a658.8 _222 _bP.W.E
100	1		_aPerreault, William D. _933064 _eauthor
245	1	0	_aEssentials of marketing : _ba marketing strategy planning approach / _cWilliam D. Perreault, Jr., Joseph P. Cannon, E. Jerome McCarthy.
250			_a12th edition
264		1	_aNew York : _bMcGraw-Hill/Irwin, _c[2010]
300			_axxxix, 691 pages : _billustrations (some color) ; _c28 cm
336			_2rdacontent _atext
337			_2rdamedia _aunmediated
338			_2rdacarrier _avolume
504			_aIncludes bibliographical references and indexes.
505	0		_aMarketing'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.
650		0	_aMarketing. _933065
700	1		_aCannon, Joseph P., _933066 _eauthor
700	1		_aMcCarthy, E. Jerome _q(Edmund Jerome) _933067 _eauthor
942			_cBK _2ddc