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AuthorPerreault, William D
TitleEssentials of marketing : a global-managerial approach / William D. Perreault, Jr and E. Jerome McCarthy
Imprint Boston : Irwin/McGraw-Hill, c2000
Edition 8th ed
Descript xxvii, 592 p. : ill. ; 28 cm. + 1 computer laser optical disc (4 3/4 in.)


Marketing's role in the global economy -- Marketing's role within the firm of nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Final consumers and their buying behavior -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Developing innovative marketing plans: appraisal and challenges


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