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.
By: Perreault, William D
.
Contributor(s): Cannon, Joseph P
| McCarthy, E. Jerome
.
New York, NY, USA : McGraw-Hill Education, ©2017Edition: Fifteenth edition.Description: xxxi, 752 pages : colored illustrations ; 28 cm.Content type: text. ISBN: 9781259921292 (pbk).Subject(s): Marketing![](/opac-tmpl/bootstrap/images/filefind.png)
Item type | Current location | Collection | Call number | Copy number | Status | Date due | Barcode |
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College Library General Circulation Section | GC | CBA 658.8/P42 (Browse shelf) | c.1 | Available | 83898 | |
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College Library General Circulation Section | GC | CBA 658.8/P42 (Browse shelf) | c.2 | Available | 84307 |
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.
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