TY  - BOOK
AU  - Perreault, William D.
AU  - McCarthy, Jerome E.
TI  - Applications in basic marketing: clippings from the popular business press.
SN  - 0072864699
AV  - HF5410.A67 
PY  - 2004///
CY  - Boston
PB  - Irwin
KW  - Marketing
N1  - 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.
ER  -