Perreault, William D. creator McCarthy, Jerome E. text xxu Boston Irwin Mcgraw- Hill 1999 monographic eng

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xxiv, 791 p.: ill.: 26cm. Contents: Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing market environment -- Behavioral dimensions of the consumer market -- Business and organizational customers and thier 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 logistics -- Retailers, wholesalers, and their strategy planning -- Promotion - Introduction to intergrated marketing communication -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world : appriasal and challenges -- Appendix A: Economics fundamentals -- Appendix B: Marketing Arithematic : Appendix C: Career planning in marketing -- Video cases -- Cases William D. Perreault Includes index. Marketing HF5415.13.M12 0072380101 120531