TY  - BOOK
AU  - Perreault,William D.
AU  - McCarthy,E.Jerome
TI  - Basic marketing: a global-managerial approach 
SN  - 0072525231 (alk. paper : hbk.)
AV  - HF5415.13 .M369 2005
PY  - 2005///
CY  - Boston, Mass.
PB  - McGraw-Hill
KW  - Marketing
KW  - Management
N1  - 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
ER  -