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Basic marketing: a global - managerial approach. / E. Jerome McCarthy

By: McCarthy, E. JeromeContributor(s): Stanley J. Shapiro | Perreault, William DMaterial type: TextTextPublisher: Burr Ridge: Irwin Inc, 1994Description: xx,866p.: 24cm. illISBN: 025612812xLOC classification: HF5415.13.M369
Contents:
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 the Canadian consumer market -- 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 -- Promotion - Introduction -- Personal selling -- Advertising -- Pricing objectives and policies -- Marketing arithmetic -- Price setting in the business world -- Planning and implementing quality marketing programs -- Social marketing -- Controlling marketing plans and programs -- Ethical marketing in a consumer oriented world: appraisal and challenges
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HF5415.13.M369 (Browse shelf) 1 Available 7510/538/13

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 the Canadian consumer market -- 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 -- Promotion - Introduction -- Personal selling -- Advertising -- Pricing objectives and policies -- Marketing arithmetic -- Price setting in the business world -- Planning and implementing quality marketing programs -- Social marketing -- Controlling marketing plans and programs -- Ethical marketing in a consumer oriented world: appraisal and challenges

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