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.