01548nam a22001697a 4500 150115b xxu||||| |||| 00| 0 eng d 025612812x HF5415.13.M369 McCarthy, E. Jerome Basic marketing: a global - managerial approach. / E. Jerome McCarthy Burr Ridge: Irwin Inc, 1994. xx,866p.: 24cm. ill.; Contents:Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Finding target market opportunities with market segmentation -- Evaluating opportunities in the changing marketing environment -- Getting information for marketing decisions -- Demographic dimensions of the Canadian consumer market -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Elements of product planning for goods and services -- Product management and new - product development -- Place and development of channel systems -- Logistics and Distribution customer service -- Retailers and their strategy planning -- Promotion - Introduction -- Personal selling -- Advertising -- Pricing objectives and policies -- Marketing arithmetic -- Price setting in the business world -- Planning and implementing quality marketing programs -- Social marketing -- Controlling marketing plans and programs -- Ethical marketing in a consumer oriented world: appraisal and challenges Stanley J. Shapiro Perreault, William D. lcc BK 5286 12786 0 0 lcc 0 0 WIUC-1 WIUC-1 GEN 2015-01-15 0 HF5415.13.M369 7510/538/13 2015-01-15 00:00:00 1 2015-01-15 BK