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Basic Marketing

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ISBN-10: 0256209820

ISBN-13: 9780256209822

Edition: 13th 1999

Authors: William D. Perreault, E. Jerome McCarthy

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Book details

Edition: 13th
Copyright year: 1999
Publisher: McGraw-Hill Companies, The
Binding: Hardcover
Language: English

Marketing's Role in the Global Economy
Marketing's Role within the Firm or Nonprofit Organization
Focusing Marketing Strategy with Segmentation and Positioning
Evaluating Opportunities in the Changing Marketing Environment
Demographic Dimensions of Global Consumer Markets
Behavioral Dimensions of the Consumer Market
Business and Organizational Customer 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
Implementing and Controlling Marketing Plans: Evolution and Revolution
Managing Marketing's Link with Other Functional Areas
Developing Innovative Marketing Plans
Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges
Appendices
Economics Fundamentals
Marketing Arithmetic
Career Planning in Marketing
Table of Contents provided by Publisher. All Rights Reserved.