Applications in basic marketing: clippings from the popular business press
Perreault, William D.
creator
McCarthy, Jerome E.
text
xxu
Boston
Irwin
2004
monographic
eng
vii,231 p.: ill.; 26cm.
Contents: Marketing's role in the global economy and in the firm -- Finding target market opportunities -- Evaluating opportunities in the changing market environment -- Buyer behaviour -- Getting information for marketing decisions -- Product -- Place -- Promotion -- Price -- Marketing strategies: Planning, implementation and control -- Ethical marketing in a consumer-oriented world: Appraisal and challenges.
William D. Perreault.
Marketing
HF5410.A67
0072864699
120706