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: 658.8Item type | Current library | Call number | Copy number | Status | Date due | Barcode | Item holds |
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Standard Loan | ATU Sligo Yeats Library Main Lending Collection | 658.8 PER (Browse shelf(Opens below)) | 1 | Available | 0064548 |
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.