Essentials of marketing : a global-managerial approach
/ William D. Perreault, Jr., E. Jerome McCarthy
- Tenth edition
- xl, 638 pages : color illustrations
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