McCarthy, E. Jerome

Basic marketing : a global-managerial approach / E. Jerome McCarthy, William D. Perreault, Jr. - 11th ed. - Homewood, IL : Irwin, c1993. - xxii, 763, 15, 14 p. : col. ill. ; 27 cm. - The Irwin series in marketing .

Includes bibliographical references (p. 723-760) and indexes.

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 global consumer markets --
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 --
Wholesalers and their strategy planning --
Promotion: Introduction --
Personal selling --
Advertising --
Pricing objectives and policies --
Price setting in the business world --
Planning and implementing quality marketing programs --
Controlling marketing plans and programs --
Ethical marketing in a consumer-oriented world: appraisal and challenges. Table of contents



025610509X 9780256105094

92031792


Marketing--Management.
Marketing--Management.--United States
Export marketing--Management.

HF5415.13 / .M369 1993

658.8 / MCB 1993

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