Essentials of marketing :
Perreault, William D.
Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 10th ed. - Islamabad : NBF, - xl, 638, 24,10 p. : col. ill. ; 28 cm. + 1 CD-ROM (4 3/4 in.)
Marketing's value to consumers, firms, and society --
Marketing strategy planning --
Focusing marketing strategy with segmentation and positioning --
Evaluating opportunities in the changing marketing environment --
Final consumers and their buying behavior --
Business and organizational customers and their buying behavior --
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, wholesalers, 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 --
Developing innovative marketing plans, appraisal and challenges --
Appendixes: Economics fundamentals; Marketing arithmetic; Career planning in marketing --
Glossary.
Marketing.
658.8 / P426
Essentials of marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 10th ed. - Islamabad : NBF, - xl, 638, 24,10 p. : col. ill. ; 28 cm. + 1 CD-ROM (4 3/4 in.)
Marketing's value to consumers, firms, and society --
Marketing strategy planning --
Focusing marketing strategy with segmentation and positioning --
Evaluating opportunities in the changing marketing environment --
Final consumers and their buying behavior --
Business and organizational customers and their buying behavior --
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, wholesalers, 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 --
Developing innovative marketing plans, appraisal and challenges --
Appendixes: Economics fundamentals; Marketing arithmetic; Career planning in marketing --
Glossary.
Marketing.
658.8 / P426
