TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Basic marketing :a global-managerial approach.
SN  - 0072409479 (alk. paper)
AV  - HF5415.13.M369 
PY  - 2002///
CY  - Boston
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - A variety of multi-media instructional aids, including a Web site, are available to support the text; Includes bibiliographical references (p. 754-810) and indexes; Contents: 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
ER  -