Basic marketing : a global-managerial approach / E. Jerome McCarthy, William D. Perreault, Jr.
By: McCarthy, E. Jerome (Edmund Jerome)
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Contributor(s): Perreault, William D.
Material type: 
TextSeries: The Irwin series in marketing. Publisher: Homewood, IL : Irwin, c1993Edition: 11th ed.Description: xxii, 763, 15, 14 p. : col. ill. ; 27 cm.ISBN: 025610509X; 9780256105094.Subject(s): Marketing -- Management | Marketing -- United States -- Management | Export marketing -- ManagementDDC classification: 658.8 Online resources: WorldCat details | E-Book Fulltext | Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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EWU Library E-book | Non-fiction | 658.8 MCB 1993 (Browse shelf) | Not for loan | ||||
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EWU Library Reserve Section | Non-fiction | 658.8 MCB (Browse shelf) | C-1 | Not For Loan | 1211 | ||
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EWU Library Reserve Section | Non-fiction | 658.8 MCB (Browse shelf) | C-2 | Not For Loan | 1212 | ||
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EWU Library Circulation Section | Non-fiction | 658.8 MCB (Browse shelf) | C-4 | Available | 1214 | ||
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EWU Library Circulation Section | Non-fiction | 658.8 MCB (Browse shelf) | C-5 | Available | 1215 |
Includes bibliographical references (p. 723-760) and indexes.
Table of 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 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.
Business Administration
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