Basic marketing : a global-managerial approach / William D. Perreault, Jr., E. Jerome McCarthy.
Material type:
- 0072525231 (alk. paper : hbk.)
- 9780072947038 (hbk.)
- HF5415.13 .M369 2005
Item type | Current library | Collection | Call number | Copy number | Status | Date due | Barcode | |
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Zetech Library - Mang'u Campus General Stacks | Non-fiction | HF 5415.13 .M369 2005 (Browse shelf(Opens below)) | C5 | Available | Z000307 | ||
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Zetech Library - Nairobi City Campus General Stacks | Non-fiction | HF 5415.13 .M369 2005 (Browse shelf(Opens below)) | C2 | Available | Z000304 | ||
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Zetech Library - Nairobi City Campus General Stacks | Non-fiction | HF 5415.13 .M369 2005 (Browse shelf(Opens below)) | C3 | Available | Z000305 | ||
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Zetech Library - Nairobi City Campus General Stacks | Non-fiction | HF 5415.13 .M369 2005 (Browse shelf(Opens below)) | C4 | Available | Z000306 | ||
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Zetech Library - Ruiru Campus General Stacks | Non-fiction | HF 5415.13 .M369 2005 (Browse shelf(Opens below)) | Available | Z005920 | |||
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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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