| 000 | 02341cam a22002894a 4500 | ||
|---|---|---|---|
| 001 | 12556934 | ||
| 005 | 20210414113942.0 | ||
| 008 | 011005s2002 mauab b 001 0 eng | ||
| 020 | _a0072409479 (alk. paper) | ||
| 040 |
_aDLC _cDLC _dDLC |
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| 050 | 0 | 0 | _aHF5415.13.M369 |
| 100 | 1 | _aPerreault, William D. | |
| 245 | 1 | 0 |
_aBasic marketing :a global-managerial approach. / _cWilliam D. Perreault, Jr., and E. Jerome McCarthy. |
| 250 | _a14th ed. | ||
| 260 |
_aBoston : _bMcGraw-Hill, _cc2002. |
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| 300 |
_axxxii, 815 [28] p. : _bcol. ill., maps ; _c28 cm. |
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| 440 | 0 | _aMcGraw-Hill/Irwin series in marketing | |
| 500 | _aA variety of multi-media instructional aids, including a Web site, are available to support the text. | ||
| 500 | _aIncludes bibiliographical references (p. 754-810) and indexes. | ||
| 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 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. | ||
| 538 | _aSystem requirements for accompanying computer laser disk: Windows 95 or higher Pentium. | ||
| 650 | 0 |
_aMarketing _xManagement. |
|
| 700 | 1 | _aMcCarthy, E. Jerome | |
| 906 |
_a7 _bcbc _corignew _d1 _eocip _f20 _gy-gencatlg |
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| 942 |
_2lcc _cBK |
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| 999 |
_c929 _d8429 |
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