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Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill/Irwin, [2006]Edition: Tenth editionDescription: xl, 638 pages : color illustrationsContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0071116338
Subject(s): DDC classification:
  • 658.8
Contents:
Chapter one. Marketing's value to consumers, firms, and society
Chapter two. Marketing strategy planning
Chapter three. Focusing marketing strategy with segmentation and positioning
Chapter four. Evaluating opportunities in the changing marketing environment
Chapter five. Final consumers and their buying behavior
Chapter six. Business and organizational customers and their buying behavior
Chapter seven. Improving decisions with marketing information
Chapter eight. Elements of product planning for goods and services
Chapter nine. Product management and new-product development
Chapter ten. Place and development of channel systems
Chapter eleven. Distribution customer services and logistics
Chapter twelve. Retailers, wholesalers, and their strategy planning
Chapter thirteen. Promotion - introduction to integrated marketing communications
Chapter fourteen. Personal selling
Chapter fifteen. Advertising and sales promotion
Chapter sixteen. Pricing objectives and policies
Chapter seventeen. Price setting in the business world
Chapter eighteen. Developing innovative marketing plans : appraisal and challenges
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Holdings
Item type Current library Collection Call number Status Barcode
Book Book Matandang Balara Branch Reference Section Circulation C 658.8 P455e 2006 (Browse shelf(Opens below)) Available 120694d

With: Applications in basic marketing : clippings from the popular business press, 2005-2006 edition.

Includes bibliographical references and indexes.

Chapter one. Marketing's value to consumers, firms, and society

Chapter two. Marketing strategy planning

Chapter three. Focusing marketing strategy with segmentation and positioning

Chapter four. Evaluating opportunities in the changing marketing environment

Chapter five. Final consumers and their buying behavior

Chapter six. Business and organizational customers and their buying behavior

Chapter seven. Improving decisions with marketing information

Chapter eight. Elements of product planning for goods and services

Chapter nine. Product management and new-product development

Chapter ten. Place and development of channel systems

Chapter eleven. Distribution customer services and logistics

Chapter twelve. Retailers, wholesalers, and their strategy planning

Chapter thirteen. Promotion - introduction to integrated marketing communications

Chapter fourteen. Personal selling

Chapter fifteen. Advertising and sales promotion

Chapter sixteen. Pricing objectives and policies

Chapter seventeen. Price setting in the business world

Chapter eighteen. Developing innovative marketing plans : appraisal and challenges

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