Perreault, William, Jr., E. Jerome McCarthy, Perreault, Jr, William

MP Essentials of Marketing W/ Student CD-ROM and Apps 2005

• Broschiertes Buch

Produktbeschreibung

Covering marketing developments, this book is built around the authors' seminal 4Ps (Product, Price, Place, Promotion) framework, and integrates fresh concepts and examples. It covers: customer equity, customer-initiated interactive communications, and ethical issues. It also includes a CD featuring video clips to accompany cases in the text.

Produktdetails

• Verlag: McGraw Hill LLC
• 10th edition
• Seitenzahl: 688
• Erscheinungstermin: Juli 2005
• Englisch
• Abmessung: 265mm x 214mm x 33mm
• Gewicht: 1914g
• ISBN-13: 9780073049205
• ISBN-10: 0073049204
• Artikelnr.: 21404779

Autorenporträt

William D. Perreault Jr. is a professor at the University of North Carolina at Chapel Hill. E. Jerome McCarthy is a professor at Michigan State University.

Inhaltsangabe

1. Marketing's Role in the Global Economy 2. Marketing's Role within the
Firm or Nonprofit Organization 3. Focusing Marketing Strategy with
Segmentation and Positioning 4. Evaluating Opportunities in the Changing
Marketing Environment 5. Final Consumers and Their Buying Behavior 6.
Business and Organizational Customers and Their Buying Behavior 7.
Improving Decisions with Marketing Information 8. Elements of Product
Planning for Goods and Services 9. Product Management and New-Product
Development 10. Place and Development of Channel Systems 11. Distribution
Customer Service and Logistics 12. Retailers, Wholesalers, and Their
Strategy Planning 13. Promotion--Introduction to Integrated Marketing
Communications 14. Personal Selling 15. Advertising and Sales Promotion 16.
Pricing Objectives and Policies 17. Price Setting in the Business World 18.
Developing Innovative Marketing Plans: Appraisal and Challenges Appendixes
A. Economics Fundamentals B. Marketing Arithmetic C. Career Planning in
Marketing