TY  - BOOK
AU  - Perreault, William D. Jr.
AU  - McCarthy, Jerome E.
TI  - Applications in basic marketing: clipping from the popular business press.
SN  - 0072557982
AV  - HF5415.P41 
PY  - 2003///
CY  - New York
PB  - McGraw Hill
KW  - Marketing
N1  - Contents: Marketing's role in the global economy and in the firm -- Finding target market opportunities -- Evaluating opportunities in the changing marketing environment -- Buyer behavior -- 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  -