Author | Perreault, William D |
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Title | Essentials of marketing : a global-managerial approach / William D. Perreault, Jr and E. Jerome McCarthy |
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Imprint |
Boston : Irwin/McGraw-Hill, c2000 |
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Edition |
8th ed |
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Descript |
xxvii, 592 p. : ill. ; 28 cm. + 1 computer laser optical disc (4 3/4 in.) |
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CONTENT
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
SUBJECT
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Marketing
LOCATION | CALL# | STATUS |
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Communication Arts Library | 658.8 P455E 2000 |
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Central Library (4th Floor) | 658.8 P455E |
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Central Library : Audio-Visual Collection Stack (Contact Staff) | 658.8 P455E |
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