Cover image for Basic marketing : a global-managerial approach
Title:
Basic marketing : a global-managerial approach
Author:
Perreault, William D.
ISBN:
9780256139907

9780256206876
Personal Author:
Edition:
12th ed.
Publication Information:
Chicago : Irwin, ©1996.
Physical Description:
1 volume (various pagings) : color illustrations, color maps ; 27 cm.
Series:
The Irwin series in marketing

Irwin series in marketing.
Contents:
Marketing's role in the global economy -- Marketing's role within the firm or nonprofit organization -- Finding target market opportunities with market segmentation -- Evaluating opportunities in the changing marketing environment -- Getting information for marketing decisions -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Logistics and distribution customer service -- 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 -- 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.
Copies: