TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing :a global-managerial approach.
SN  - 0072935898 (alk. paper)
AV  - HF5415 .M378 2006
U1  - 658.8 22
PY  - 2006///
CY  - Boston, Mass.
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - Includes bibliographical references and indexes; 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
ER  -