Basic marketing : a marketing strategy planning approach / William D. Perreault, Jr., Ph.D. University of North Carolina, Joseph P. Cannon, Ph.D. Colorado State University, E. Jerome McCarthy, Ph.D. Michigan State University.
From the publisher. Built on a strong foundation, Basic Marketing, 19th edition, with ConnectPlus and LearnSmart provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. The Perreault franchise was the pione...
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| Main Author: | |
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| Other Authors: | , |
| Language: | English |
| Published: |
New York, NY :
McGraw-Hill Irwin,
[2014]
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| Edition: | 19th edition. |
| Subjects: | |
| Local Note: |
MSU Stanley C. and Selma D. Hollander Faculty Book Collection |
| Physical Description: | xl, 725, G11 pages : color illustrations ; 29 cm |
| Format: | Book |
Contents:
- Marketing's value to consumers, firms, and society
- Marketing strategy planning
- Evaluating opportunities in the changing market environment
- Focusing marketing strategy with segmentation and positioning
- Final consumers and their buying behavior
- Business and organizational customers and their buying behavior
- Improving decisions with marketing information
- Elements of products 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 and customer service
- Advertising, publicity, 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
- Ethical marketing in a consumer-oriented world : appraisal and challenges.