Perreault, William D. creator McCarthy, E. Jerome. text xxu Boston McGraw-Hill 2005 monographic eng

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vii, 211 p. : ill. ; 25 cm. Contents: Marketing's value to customers, firms and society -- Finding target market opportunities -- Evaluating opportunities in the changing marketing environment -- Buyers behaviour -- Getting information for marketing decisions -- Product -- Promotion -- Price -- Marketing strategies: planning implementation and control -- Ethical marketing in a consumer-oriented world: appraisal and challenges. William D. Perreault Jr. and E. jerome McCarthy. Marketing HF5415.P41 9780072864717 120823 20210414114128.0