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Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy.

By: Contributor(s): Material type: TextTextSeries: McGraw-Hill/Irwin series in marketingPublication details: Boston, Mass. : McGraw-Hill, 2005.Edition: 15th edDescription: xli, 793 [22] p. : col. ill. ; 28 cm. 1 CD ROM (4 3/4 in.)ISBN:
  • 0072525231 (alk. paper : hbk.)
  • 9780072947038 (hbk.)
Subject(s): LOC classification:
  • HF5415.13 .M369 2005
Contents:
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.
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Holdings
Item type Current library Collection Call number Copy number Status Date due Barcode
Books Books Zetech Library - Mang'u Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) C5 Available Z000307
Books Books Zetech Library - Nairobi City Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) C2 Available Z000304
Books Books Zetech Library - Nairobi City Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) C3 Available Z000305
Books Books Zetech Library - Nairobi City Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) C4 Available Z000306
Books Books Zetech Library - Ruiru Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) Available Z005920
Books Books Zetech Library - Ruiru Campus General Stacks Non-fiction HF 5415.13 .M369 2005 (Browse shelf(Opens below)) C1 Available Z000303

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.

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