Essentials of marketing : a global-managerial approach / William D. Perreault and E. Jerome McCarthy

CONTENT

CHAPTER ONE Marketing's value to consumers, firms, and society
CHAPTER TWO Marketing strategy planning
CHAPTER THREE Focusing marketing strategy with segmentation and positioning
CHAPTER FOUR Evaluating opportunities in the changing marketing environment
CHAPTER FIVE Final consumers and their buying behavior
CHAPTER SIX Business and organizational customers and their buying behavior
CHAPTER SEVEN Improving decisions with marketing information
CHAPTER EIGHT Elements of product planning for goods and services
CHAPTER NINE Product management and new product development
CHAPTER TEN Place and development of channel systems
CHAPTER ELEVEN Distribution customer service and logistics
CHAPTER TWELVE Retailers, wholesalers, and their strategy planning
CHAPTER THIRTEEN Promotion-introduction to integrated marketing communications
CHAPTER FOURTEEN Personel selling
CHAPTER FIFTEEN Advertising and sales promotion
CHAPTER SIXTEEN Pricing objectives and policies
CHAPTER SEVENTEEN Price setting in the business world
CHAPTER EIGHTEEN Developing innovative marketing plans: appraisal and challenges

Includes bibliographical references and index