000			01761nam a22001817a 4500
008			120531t xxu||||| |||| 00| 0 eng d
020			_a 0072380101
050			_aHF5415.13.M12
100			_aPerreault, William D.
245			_aBasic marketing : a global - managerial approach. / _cWilliam D. Perreault
260			_aBoston: _bIrwin Mcgraw- Hill, _c1999.
300			_axxiv, 791 p.: _bill.: _c26cm.
500			_aIncludes index.
505			_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 market environment -- Behavioral dimensions of the consumer market -- Business and organizational customers and thier buying behavior -- 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 logistics -- Retailers, wholesalers, and their strategy planning -- Promotion - Introduction to intergrated marketing communication -- 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 link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world : appriasal and challenges -- Appendix A: Economics fundamentals -- Appendix B: Marketing Arithematic : Appendix C: Career planning in marketing -- Video cases -- Cases
650			_aMarketing.
700			_aMcCarthy, Jerome E.
942			_2lcc _cBK
999			_c1044 _d8544