Cover image for Basic marketing : a global-managerial approach
Title:
Basic marketing : a global-managerial approach
Author:
Perreault, William D., Jr.
ISBN:
9780072409475

9780071121101
Personal Author:
Edition:
14th ed.
Publication Information:
Boston : McGraw-Hill, ©2002.
Physical Description:
xxxii, 815 [28] pages : color illustrations, maps ; 28 cm + 1 computer optical disc (4 3/4 in.).
Series:
McGraw-Hill/Irwin series in marketing

McGraw-Hill/Irwin series in marketing.
General Note:
A variety of multi-media instructional aids, including a Web site, are available to support the text.
Contents:
Marketing's role in the global economy -- Marketing's role iwthin 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 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 -- Implementing and controlling marketing plans: evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world: appraisal and challenges -- Appendices: Economics fundamentals -- Marketing arithmetic -- Career planning in marketing -- Cases.
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