Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy.
By: Perreault, William D
Contributor(s): McCarthy, E. Jerome (Edmund Jerome)
Material type: 
TextLanguage: English Series: McGraw-Hill/Irwin series in marketingPublisher: Boston, Mass. : McGraw-Hill, 2005Edition: 15th edDescription: xli, various pagings : col. ill. ; 28 cmISBN: 0072525231 (alk. paper : hbk.); 9780072525236 ; 9780072947038 (hbk.); 0072947039 ; 007111176X ; 9780071111768Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13 | .M369 2005Online resources: WorldCat details | Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Text
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EWU Library Reserve Section | Non-fiction | 658.8 PEB 2005 (Browse shelf) | C-1 | Not For Loan | 18146 | ||
CDs & DVDs
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EWU Library Audio Visual | Non-fiction | 658.8 PEB 2005 (Browse shelf) | C-1 | Available | CD-1021 |
McCarthy's name appears first on the earlier edition.
Includes bibliographical references (p. 725-787) and indexes.
Table of contents Chapter 1:Marketing's Value to Consumers, Firms, and SocietyChapter 2:Marketing Strategy PlanningChapter 3:Focusing Marketing Strategy with Segmentation and PositioningChapter 4:Evaluating Opportunities in the Changing Marketing EnvironmentChapter 5:Demographic Dimensions of Global Consumer MarketsChapter 6:Behavioral Dimensions of the Consumer MarketChapter 7:Business and Organizational Customers and Their Buying BehaviorChapter 8:Improving Decisions with Marketing InformationChapter 9:Elements of product Planning for Goods and ServicesChapter 10:Product Management and New-Product DevelopmentChapter 11:Place and Development of Channel SystemsChapter 12:Distribution Customer Service and LogisticsChapter 13:Retailers, Wholesalers, and Their Strategy PlanningChapter 14:Promotion-Introduction to Integrated Marketing CommunicationsChapter 15:Personal SellingChapter 16:Advertising and Sales PromotionChapter 17:Pricing Objectives and PoliciesChapter 18:Price Setting in the Business WorldChapter 19:Implementing and Controlling Market Plans: Evolution and RevolutionChapter 20:Managing Marketing's Link with Other Functional AreasChapter 21:Developing Innovative Marketing PlansChapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A:Economics FundamentalsAppendix B:Marketing ArithmeticAppendix C:Career Planning in Marketing
Business Administration
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