000			01564nam a22001937a 4500
005			20220707115610.0
008			220706b ||||| |||| 00| 0 eng d
020			_a9780077861049
050			_aHF5415.P4357(14e)
245			_aEssentials of marketing : a marketing strategy planning approach / _cWilliam D. Perreault ... [et al.]
250			_a14th ed.
260			_aNew York : _bMcGraw-Hill Education, _c2015.
300			_axliii, 717 p. : _bill. ; _c28 cm.
500			_aInclude index and bibliographical references.
505			_aContents : 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.
700			_aCannon,Joseph P.
700			_aMcCarthy, E. Jerome.
942			_2lcc _cBK
999			_c9054 _d16554