TY  - BOOK
AU  - Cannon,Joseph P.
AU  - McCarthy, E. Jerome.
TI  - Essentials of marketing : a marketing strategy planning approach
SN  - 9780077861049
AV  - HF5415.P4357(14e) 
PY  - 2015///
CY  - New York
PB  - McGraw-Hill Education
N1  - 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.
ER  -