Edition: 18th 2011
List price: $117.99
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Description: Basic Marketing 18/e builds on the foundation pillars of previous editions the four Ps framework, managerial orientation, and strategy planning focus. The Perreault franchise was the pioneer of the "four Ps" in the introductory marketing course. The unifying focus of Basic Marketing has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs.
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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $117.99
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 11/1/2010
Size: 9.00" wide x 11.50" long x 1.25" tall
|Marketing’s Value to Consumers, Firms, and Society|
|Marketing Strategy Planning|
|Evaluating Opportunities in the Changing Marketing Environment|
|Focusing Marketing Strategy with Segmentation and Positioning|
|Demographic Dimensions of Global Consumer Markets|
|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 and Customer Service|
|Advertising, Publicity, and Sales Promotion|
|Pricing Objectives and Policies|
|Price Setting in the Business World|
|Implementing and Controlling Marketing Plans: Evolution and Revolution|
|Managing Marketing’s Link with Other Functional Areas|
|Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges|
|Career Planning in Marketing|