Perreault, William D. creator McCarthy, E. Jerome (Edmund Jerome) text bibliography mau Boston, Mass McGraw-Hill/Irwin c2006 2006 10th ed. monographic eng

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xl, 638 p. : col. ill. ; 28 cm. + Contents: 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. William D. Perreault, Jr., E. Jerome McCarthy. Includes bibliographical references and indexes. Marketing HF5415 .M378 2006 658.8 0072935898 (alk. paper) 2005043864 DLC 050330 20210414113938.0 13915680