Perreault, William D.
Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Jr., Ph. D., University of North Carolina, Joseph P. Cannon, Ph. D., Colorado State University, E. Jerome McCarthy, Ph. D., Michigan State University. - Fifteenth edition. - xxxi, 752 pages : colored illustrations ; 28 cm.
Includes bibliographical references and index.
Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating opportunities in the changing market environment -- Focusing marketing strategy with segmentation and positioning -- 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 and customer service -- Advertising and sales promotion -- Publicity : promotion using earned media, owned media, and social media -- Pricing objectives and policies -- Price setting in the business world -- Ethical marketing in a consumer-oriented world : appraisal and challenges 506 Appendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Career planning in marketing -- Appendix D: Hillside Veterinary Clinic Marketing Plan -- BC1. Bonus chapter 1: Implementing and controlling marketing plans : evolution and revolution (content available online only) -- BC2. Bonus chapter 2: Managing marketing's links with other functional areas (content available online only) -- Video cases -- Cases -- Glossary.
Text in English.
9781259921292 (pbk)
Marketing.
658.8/P42
Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Jr., Ph. D., University of North Carolina, Joseph P. Cannon, Ph. D., Colorado State University, E. Jerome McCarthy, Ph. D., Michigan State University. - Fifteenth edition. - xxxi, 752 pages : colored illustrations ; 28 cm.
Includes bibliographical references and index.
Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating opportunities in the changing market environment -- Focusing marketing strategy with segmentation and positioning -- 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 and customer service -- Advertising and sales promotion -- Publicity : promotion using earned media, owned media, and social media -- Pricing objectives and policies -- Price setting in the business world -- Ethical marketing in a consumer-oriented world : appraisal and challenges 506 Appendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Career planning in marketing -- Appendix D: Hillside Veterinary Clinic Marketing Plan -- BC1. Bonus chapter 1: Implementing and controlling marketing plans : evolution and revolution (content available online only) -- BC2. Bonus chapter 2: Managing marketing's links with other functional areas (content available online only) -- Video cases -- Cases -- Glossary.
Text in English.
9781259921292 (pbk)
Marketing.
658.8/P42
