TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a global-managerial approach 
U1  - 658.8 22
CY  - Islamabad
PB  - NBF
KW  - Marketing
N1  - 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
ER  -