Perreault, William D.
Basic marketing :a global-managerial approach. / William D. Perreault, Jr., and E. Jerome McCarthy. - 14th ed. - Boston : McGraw-Hill, c2002. - xxxii, 815 [28] p. : col. ill., maps ; 28 cm. - McGraw-Hill/Irwin series in marketing .
A variety of multi-media instructional aids, including a Web site, are available to support the text. Includes bibiliographical references (p. 754-810) and indexes.
Contents: Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioural dimensions of the consumer market -- Business and organizational customer and their buying behaviour -- 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, whoesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world: appraisal and challenges.
System requirements for accompanying computer laser disk: Windows 95 or higher Pentium.
0072409479 (alk. paper)
Marketing--Management.
HF5415.13.M369
Basic marketing :a global-managerial approach. / William D. Perreault, Jr., and E. Jerome McCarthy. - 14th ed. - Boston : McGraw-Hill, c2002. - xxxii, 815 [28] p. : col. ill., maps ; 28 cm. - McGraw-Hill/Irwin series in marketing .
A variety of multi-media instructional aids, including a Web site, are available to support the text. Includes bibiliographical references (p. 754-810) and indexes.
Contents: Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioural dimensions of the consumer market -- Business and organizational customer and their buying behaviour -- 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, whoesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world: appraisal and challenges.
System requirements for accompanying computer laser disk: Windows 95 or higher Pentium.
0072409479 (alk. paper)
Marketing--Management.
HF5415.13.M369