McCarthy, E. Jerome creator Stanley J. Shapiro Perreault, William D. text xxu Burr Ridge Irwin Inc 1994 monographic eng

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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 E. Jerome McCarthy HF5415.13.M369 025612812x 150115