ATU Sligo /ATU St Angela's

go

Amazon cover image
Image from Amazon.com

Basic marketing : a marketing strategy planning approach /

By: Perreault, William D., Jr.
Contributor(s): Cannon, Joseph P. (Assistant professor of marketing) | McCarthy, E. Jerome (Edmund Jerome).
Publisher: New York : McGraw-Hill Irwin, 2014Edition: 19th edition, int. student ed.Description: xl, 725 pages : color illustrations ; 29 cm.Content type: text | text | still image Media type: unmediated | unmediated Carrier type: volume | volumeISBN: 9780078028984; 9780078028984:; 0078028981; 9781259060762; 1259060764.Subject(s): Marketing -- ManagementDDC classification: 658.8
Contents:
Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating 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 -- Place and development of channel systems -- Distribution 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 -- Appendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Career planning in marketing -- Video cases -- Cases -- Computer-aided problems -- Glossary.
Summary: This book offers a thorough integration of the latest marketing themes, topics and examples blended with the traditional strengths of communication and a focus on management decision-making in marketing.
Star ratings
    Average rating: 0.0 (0 votes)
Holdings
Item type Current library Call number Copy number Status Date due Barcode Item holds
Standard Loan Standard Loan ATU Sligo Yeats Library Main Lending Collection 658.8 PER (Browse shelf(Opens below)) 1 Available 0064548
Total holds: 0

Includes bibliographical references and index.

Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating 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 -- Place and development of channel systems -- Distribution 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 -- Appendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Career planning in marketing -- Video cases -- Cases -- Computer-aided problems -- Glossary.

This book offers a thorough integration of the latest marketing themes, topics and examples blended with the traditional strengths of communication and a focus on management decision-making in marketing.

Share