Essentials of marketing : a marketing strategy planning approach / William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy.
Contributor(s): Cannon, Joseph P. (Assistant professor of marketing) | McCarthy, E. Jerome (Edmund Jerome).Material type: BookCall no.: HF5415 .M2624 2019Publication: New York, N.Y. : McGraw Hill Education, c2019Edition: 16th ed., International student ed.Description: xxxi, 736 p. : col. ill.ISBN: 9781260092127 (pbk.); 1260092127 (pbk.); 9781260405323 (hbk.); 126040532X (hbk.); 9781259924057; 125992405X.Subject(s): Marketing
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Includes bibliographical references (pages 657-700) 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 and sales promotion -- Publicity: promotion using earned media, owned media, and social media -- Pricing objectives and policies -- Price setting in the business world -- Ethical marketing in a consumer-oriented world: appraisal and challenges -- Appendix A: Economics fundamentals -- Appendix B: Marketing arithmetic -- Appendix C: Career planning in marketing -- Appendix D: Hillside Veterinary Clinic Marketing Plan -- Bonus chapter 1: Implementing and controlling marketing plans: metrics and analysis (content available online) -- Bonus chapter 2: Managing marketing's link with other functional areas (content available online) -- Video cases -- Cases -- Glossary.
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