TY  - BOOK
AU  - Perreault,William D.
AU  - Cannon,Joseph P.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a marketing strategy planning approach 
SN  - 9780072464207
U1  - 658.8 PER 
PY  - 2003///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Marketing
N1  - 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
ER  -