rdf-syntax-grammar
mods:
  schema location: http://www.loc.gov/mods/v3 http://www.loc.gov/standards/mods/v3/mods-3-2.xsd
  title info:
    title: Basic marketing
    sub title: a global-managerial approach
  name:
    name part: Perreault, William D.
    role:
      role term: creator
  name:
    name part: McCarthy, E. Jerome
  type of resource: text
  origin info:
    place:
      place term: Boston, Mass
    publisher: McGraw-Hill
    date issued: 2005
    edition: 15th ed.
    issuance: monographic
  physical description:
    extent: xli, 793 [22] p. : col. ill. ; 28 cm. 1 CD ROM (4 3/4 in.)
  table of contents: Chapter 1:Marketing's Value to Consumers, Firms, and SocietyChapter 2:Marketing Strategy PlanningChapter 3:Focusing Marketing Strategy with Segmentation and PositioningChapter 4:Evaluating Opportunities in the Changing Marketing EnvironmentChapter 5:Demographic Dimensions of Global Consumer MarketsChapter 6:Behavioral Dimensions of the Consumer MarketChapter 7:Business and Organizational Customers and Their Buying BehaviorChapter 8:Improving Decisions with Marketing InformationChapter 9:Elements of product Planning for Goods and ServicesChapter 10:Product Management and New-Product DevelopmentChapter 11:Place and Development of Channel SystemsChapter 12:Distribution Customer Service and LogisticsChapter 13:Retailers, Wholesalers, and Their Strategy PlanningChapter 14:Promotion-Introduction to Integrated Marketing CommunicationsChapter 15:Personal SellingChapter 16:Advertising and Sales PromotionChapter 17:Pricing Objectives and PoliciesChapter 18:Price Setting in the Business WorldChapter 19:Implementing and Controlling Market Plans: Evolution and RevolutionChapter 20:Managing Marketing's Link with Other Functional AreasChapter 21:Developing Innovative Marketing PlansChapter 22:Ethical Marketing in a Consumer-Oriented World: Appraisal and ChallengesAppendix A:Economics FundamentalsAppendix B:Marketing ArithmeticAppendix C:Career Planning in Marketing
  note: William D. Perreault, Jr., E. Jerome McCarthy.
  note: McCarthy's name appears first on the earlier edition.
  note: Includes bibliographical references (p. 725-787) and indexes.
  note: eng.
  subject:
    topic: Marketing
  classification: 658.8 PER
  related item:
    title info:
      title: McGraw-Hill/Irwin series in marketing
  identifier: 9780072947038
  record info:
    record content source: MUL
    language of cataloging:
      language term: eng.