Normal view MARC view ISBD view

Essentials of marketing : a marketing strategy planning approach / William D. Perreault Jr., Joseph P. Cannon, E. Jerome McCarthy.

By: Perreault, William D., Jr.
Contributor(s): Cannon, Joseph P. (Assistant professor of marketing) | McCarthy, E. Jerome (Edmund Jerome).
Material type: materialTypeLabelBookCall 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
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 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.
Tags from this library: No tags from this library for this title. Log in to add tags.
    average rating: 0.0 (0 votes)
Item type Current location Collection Call number Status Date due Barcode Item holds
Book Book Professor Sangvian Indaravijaya Library
General Stacks
General Books HF5415 .M2624 2019 (See Similar Items) Available 31379008572969
Total holds: 0

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.

There are no comments for this item.

Click on an image to view it in the image viewer

Open Library:

Thammasat University Library
2 Prachan Road, Phranakorn, Bangkok 10200
Tel: 662 613-3544 (Pridi Banomyong Library, Circulation Desk)
Tel: 662 564-4444 ext. 1305 (Puey Ungphakorn Library (Rangsit Campus), Circulation Desk)