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

By:

Perreault, William D

Contributor(s):

Material type: Text

TextSeries: McGraw-Hill/Irwin series in marketingPublication details: New York : McGraw-Hill/Irwin, c2003.Edition: 9th edDescription: Various pagings : some col. ill. ; 28 cmISBN:

9780072464207

Subject(s):

Marketing

DDC classification:

658.8 PER

Contents:

Marketing's role in the global economy Marketing's role within the firm or nonprofit organization Focusing marketing strategy with segmentation and positioning Evaluating marketing strategy with segmentation and positioning Evaluating opportunities in the changing marketing environment 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 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: appraisal and challenges

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Holdings
Item type	Current library	Home library	Call number	Copy number	Status	Date due	Barcode	Item holds
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 PER (Browse shelf(Opens below))	1	Available		0063796
Book	Mzumbe University Main Campus Library	Mzumbe University Main Campus Library	658.8 PER (Browse shelf(Opens below))	2	Available		0063617

Total holds: 0

Includes bibliographical references and indexes.

Marketing's role in the global economy
Marketing's role within the firm or nonprofit organization
Focusing marketing strategy with segmentation and positioning
Evaluating marketing strategy with segmentation and positioning
Evaluating opportunities in the changing marketing environment
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
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: appraisal and challenges

eng

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