Basic marketing :
Perreault, William D.
Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 15th ed. - Boston, Mass. : McGraw-Hill, 2005. - xli, 793 [22] p. : col. ill. ; 28 cm. 1 CD ROM (4 3/4 in.) - McGraw-Hill/Irwin series in marketing .
McCarthy's name appears first on the earlier edition.
Includes bibliographical references (p. 725-787) and indexes.
Marketing's role in the economy -- The marketing management process -- Evaluating opportunities in changing market environments -- Information for marketing decisions: MIS and market research -- Finding target market opportunities with market segmentation -- Behavioural dimensions of the consumer market -- Business to business marketing -- Elements of product planning for goods and services -- Product management and new product development -- Place and development of channels of distribution -- Customer service, logistics and distribution -- Pricing objectives and policies -- Price in the business world -- Communication and promotional management -- The promotional mix -- Personal selling and customer service -- Marketing planning and forecasting -- Implementing and controlling marketing plans: evolution and revolution.
Systems requirements for accompanying computer disk: Windows 98 or higher; Pentium 400 MHz or faster; 16-Bit stereo sound card; 16 Bit or better video card; 64 MB or more of system memory; 8x speed for higher CD-ROM Drive.
0072525231 (alk. paper : hbk.) 9780072947038 (hbk.)
2004040321
Marketing.--Management.
HF5415.13 / .M369 2005
Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy. - 15th ed. - Boston, Mass. : McGraw-Hill, 2005. - xli, 793 [22] p. : col. ill. ; 28 cm. 1 CD ROM (4 3/4 in.) - McGraw-Hill/Irwin series in marketing .
McCarthy's name appears first on the earlier edition.
Includes bibliographical references (p. 725-787) and indexes.
Marketing's role in the economy -- The marketing management process -- Evaluating opportunities in changing market environments -- Information for marketing decisions: MIS and market research -- Finding target market opportunities with market segmentation -- Behavioural dimensions of the consumer market -- Business to business marketing -- Elements of product planning for goods and services -- Product management and new product development -- Place and development of channels of distribution -- Customer service, logistics and distribution -- Pricing objectives and policies -- Price in the business world -- Communication and promotional management -- The promotional mix -- Personal selling and customer service -- Marketing planning and forecasting -- Implementing and controlling marketing plans: evolution and revolution.
Systems requirements for accompanying computer disk: Windows 98 or higher; Pentium 400 MHz or faster; 16-Bit stereo sound card; 16 Bit or better video card; 64 MB or more of system memory; 8x speed for higher CD-ROM Drive.
0072525231 (alk. paper : hbk.) 9780072947038 (hbk.)
2004040321
Marketing.--Management.
HF5415.13 / .M369 2005