TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome (Edmund Jerome)
TI  - Essentials of marketing: : a global-managerial approach
SN  - 0071116338
U1  - 658.8 
PY  - 2006///]
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - 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
ER  -