Cannon,Joseph P. McCarthy, E. Jerome. text New York McGraw-Hill Education 2015 14th ed. monographic eng

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xliii, 717 p. : ill. ; 28 cm. 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. William D. Perreault ... [et al.] Include index and bibliographical references. HF5415.P4357(14e) 9780077861049 220706 20220707115610.0