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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: TextTextSeries: McGraw-Hill/Irwin series in marketing. Publisher: Boston, Mass. : McGraw-Hill, 2005Edition: 15th ed.Description: xli, various pagings : col. ill. ; 28 cm.ISBN: 0072525231 (alk. paper : hbk.); 9780072525236 ; 9780072947038 (hbk.); 0072947039 ; 007111176X ; 9780071111768.Subject(s): Marketing -- ManagementDDC classification: 658.8 Online resources: WorldCat details
Contents:
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
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Non-fiction 658.8 PEB 2005 (Browse shelf) C-1 Not For Loan 18146
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Non-fiction 658.8 PEB 2005 (Browse shelf) C-1 Available CD-1021
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658.8 MSR 2007 Marketing and branding : 658.8 MSR 2007 Marketing and branding : 658.8 PAM 2013 Marketing Issues in SMEs : 658.8 PEB 2005 Basic marketing : 658.8 PEM 1995 Marketing management : 658.8 PRI 2010 Principles of marketing : 658.8 PRI 2010 Principles of marketing :

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

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