01791cam a22002534a 45000010009000000050017000090080041000260100017000670200028000840400018001120420008001300500023001380820014001611000026001752450109002012500013003102600048003233000040003714400042004115040053004535050975005066500015014817000041014961391568020210414113938.0050330s2006    maua     b    001 0 eng    a  2005043864  a0072935898 (alk. paper)  aDLCcDLCdDLC  apcc00aHF5415b.M378 200600a658.82221 aPerreault, William D.10aEssentials of marketing :a global-managerial approach. /cWilliam D. Perreault, Jr., E. Jerome McCarthy.  a10th ed.  aBoston, Mass. :bMcGraw-Hill/Irwin,cc2006.  axl, 638 p. :bcol. ill. ;c28 cm. + 0aMcGraw-Hill/Irwin series in marketing  aIncludes bibliographical references and indexes.  aContents: Marketing's value to consumers, firms and society -- Marketing strategy planning -- Focusing marketing strategy with  segmentation and positioning -- Evaluating opportunities in the changing marketing environment  - Final consumers and their buying behavior -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Retailers, wholesalers and their strategy planning -- Promotion - introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the  business world -- Developing innovative marketing plans: appraisal and challenges -- Apendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Carreer planning in marketing. 0aMarketing.1 aMcCarthy, E. Jeromeq(Edmund Jerome)