01564nam a22001937a 4500 20220707115610.0 220706b ||||| |||| 00| 0 eng d 9780077861049 HF5415.P4357(14e) Essentials of marketing : a marketing strategy planning approach / William D. Perreault ... [et al.] 14th ed. New York : McGraw-Hill Education, 2015. xliii, 717 p. : ill. ; 28 cm. Include index and bibliographical references. Contents : Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating opportunities in the changing marketing environment -- Focusing marketing strategy with segmentation and positioning -- Final consumers and their buying behavior -- Business and organizational customers and their buying behavior -- Improving decisions with marketing improving -- Elements of products planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling and customer service -- Advertising, publicity, and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Ethical marketing in a consumer-oriented world : appraisal and challenges. Cannon,Joseph P. McCarthy, E. Jerome. lcc BK 9054 16554 0 0 lcc 0 0 WIUC-1 WIUC-1 REF 2022-07-06 0 HF5415.P4357(14e) 8603/055/20 2022-07-06 00:00:00 1 2022-07-06 BK