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Essentials of marketing : a marketing strategy planning approach / William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy.

By: Perreault, William D., Jr.
Contributor(s): Cannon, Joseph P | McCarthy, E. Jerome.
Material type: materialTypeLabelBookPublisher: New York : McGraw-Hill Education, 2019Edition: 16th ed.Description: xxx, 736 p.ISBN: 1260092127 (pbk.); 9781260092127 (pbk.).Subject(s): Marketing | SellingCall number: 658.8 Pe455E 2019
Contents:
Contents : 1. Marketing's Value to Consumers, Firms, and Society -- 2. Marketing Strategy Planning -- 3. Evaluating Opportunities in the Changing Market Environment -- 4. Focusing Marketing Strategy with Segmentation and Positioning -- 5. Final Consumers and Their Buying Behavior -- 6. Business and Organizational Customers and Their Buying Behavior -- 7. Improving Decisions with Marketing Information -- 8. Elements of Product Planning for Goods and Services -- 9. Product Management and New-Product Development -- 10. Place and Development of Channel Systems -- 11. Distribution Customer Service and Logistics -- 12. Retailers, Wholesalers, and Their Strategy Planning -- 13. Promotion-Introduction to Integrated Marketing Communications -- 14. Personal Selling and Customer Service -- 15. Advertising and Sales Promotion -- 16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media -- 17. Pricing Objectives and Policies -- 18. Price Setting in the Business World -- 19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges -- Appendix A Economics Fundamentals -- Appendix B Marketing Arithmetic -- Appendix C Career Planning in Marketing --Appendix D Hillside Veterinary Clinic Marketing Plan.
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สำนักวิทยบริการและเทคโนโลยีสารสนเทศ
General Book/5th Flr.
658.8 Pe455E 2019 (Browse shelf) 1 Available 1000379375

Includes bibliographical references and index.

Contents : 1. Marketing's Value to Consumers, Firms, and Society -- 2. Marketing Strategy Planning -- 3. Evaluating Opportunities in the Changing Market Environment -- 4. Focusing Marketing Strategy with Segmentation and Positioning -- 5. Final Consumers and Their Buying Behavior -- 6. Business and Organizational Customers and Their Buying Behavior -- 7. Improving Decisions with Marketing Information -- 8. Elements of Product Planning for Goods and Services -- 9. Product Management and New-Product Development -- 10. Place and Development of Channel Systems -- 11. Distribution Customer Service and Logistics -- 12. Retailers, Wholesalers, and Their Strategy Planning -- 13. Promotion-Introduction to Integrated Marketing Communications -- 14. Personal Selling and Customer Service -- 15. Advertising and Sales Promotion -- 16. Publicity: Promotion Using Earned Media, Owned Media, and Social Media -- 17. Pricing Objectives and Policies -- 18. Price Setting in the Business World -- 19. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges -- Appendix A Economics Fundamentals -- Appendix B Marketing Arithmetic -- Appendix C Career Planning in Marketing --Appendix D Hillside Veterinary Clinic Marketing Plan.

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Perreault, William D.Jr., Cannon, Joseph P. and McCarthy, E. Jerome. (2019). Essentials of marketing : a marketing strategy planning approach. (16th ed.). New York : McGraw-Hill Education.

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