Basic marketing : a marketing strategy planning approach / William D.perreault , Joseph P.Cannon and E. Jerome McCarthy.

Marketing's value to consumer.firms,and society -- Marketing strategy planning --Evaluation opportunities in the changing market environment --Focusing marketing strategy with segmentation and positioning -- Final consumers and their buying behavior -- Business and organizational customers and their buying behavior --improving decisions with marketing information -- elements of product planning for goods and services --Product management and new product development development --Place and development of channel systems -- Distributed customer service and logistics -- Retailers, wholesalers , and their strategy planning -- Promotion - introduction to integrated marketing communications --Personal selling and customer service --Advertising , Publicity, and sales promotion -- Pricing objectives and policies --Price setting in the business world --Implementing and controlling marketing plans:evolution and revolution -- Managing marketing's link with other functional areas --Ethical marketing in a consumer-oriented world : appraisal and challenges.

Provides an integrated teaching and learning solution for presenting the four Ps framework and managerial orientation with a strategy planning focus. This title focuses on how to make marketing decisions in deciding what customers to focus on and how best to meet their needs.