02121cam a22002414a 45000010009000000050017000090080041000260200028000670400018000950500019001131000026001322450105001582500013002632600035002763000052003114400042003635000106004055000067005115051158005785380092017366500027018287000024018551255693420210414113942.0011005s2002    mauab    b    001 0 eng    a0072409479 (alk. paper)  aDLCcDLCdDLC00aHF5415.13.M3691 aPerreault, William D.10aBasic marketing :a global-managerial approach. /cWilliam D. Perreault, Jr., and E. Jerome McCarthy.  a14th ed.  aBoston :bMcGraw-Hill,cc2002.  axxxii, 815 [28] p. :bcol. ill., maps ;c28 cm. 0aMcGraw-Hill/Irwin series in marketing  aA variety of multi-media instructional aids, including a Web site, are available to support the text.  aIncludes bibiliographical references (p. 754-810) and indexes.  aContents: Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioural dimensions of the consumer market -- Business and organizational customer and their buying behaviour -- 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 -- Distribution customer service and logistics -- Retailers, whoesalers, 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 -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world: appraisal and challenges.  aSystem requirements for accompanying computer laser disk: Windows 95 or higher Pentium. 0aMarketingxManagement.1 aMcCarthy, E. Jerome