Basic marketing : a global-managerial approach / E. Jerome McCarthy, William D. Perreault, Jr.

By: McCarthy, E. Jerome (Edmund Jerome)Contributor(s): Perreault, William D Material type: Text

TextLanguage: English Series: The Irwin series in marketingPublication details: Homewood, IL : Irwin, c1993. Edition: 11th edDescription: xxii, 763, 15, 14 p. : col. ill. ; 27 cmISBN: 025610509X; 9780256105094Subject(s): Marketing -- Management | Marketing -- United States -- Management | Export marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13 | .M369 1993Online resources: WorldCat details | E-Book Fulltext

Contents:

TOC 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.

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Holdings
Item type	Current library	Collection	Call number	Copy number	Status	Barcode
E-Book	Dr. S. R. Lasker Library, EWU E-book	Non-fiction	658.8 MCB 1993 (Browse shelf(Opens below))		Not for loan
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.8 MCB (Browse shelf(Opens below))	C-1	Not For Loan	1211
Text	Dr. S. R. Lasker Library, EWU Reserve Section	Non-fiction	658.8 MCB (Browse shelf(Opens below))	C-2	Not For Loan	1212
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.8 MCB (Browse shelf(Opens below))	C-3	Available	1213
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.8 MCB (Browse shelf(Opens below))	C-4	Available	1214
Text	Dr. S. R. Lasker Library, EWU Circulation Section	Non-fiction	658.8 MCB (Browse shelf(Opens below))	C-5	Available	1215

Total holds: 0

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

TOC 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.

Tahur Ahmed

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