TY  - BOOK
AU  - Perreault, William D. Jr.
AU  - McCarthy, E. Jerome
TI  - Application in basic marketing: clipping from the popular business press.
SN  - 0075610310
AV  - HF5415.13.P41 
PY  - 2001///
CY  - Boston
PB  - McGraw Hill
KW  - Marketing
N1  - Contents: Marketing's role in the global economy and in the firm -- Finding target market opportunities -- Evaluating opportunities in the changing marketing environment -- Buyer behavior -- Getting information for marketing decisions -- Product -- Place -- Promotion -- Price -- Marketing strategies: planning, implementation and control -- Ethical marketing in a consumer oriented world: appraisal and challenges
ER  -