Essentials of Marketing - Brossura

Perreault, Jr., William; Cannon, Joseph; Mccarthy, E. Jerome

Brossura

ISBN 10: 0071317023 ISBN 13: 9780071317023

Casa editrice: McGraw-Hill Education, 2011

Riassunto

This edition of Essentials of Marketing has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent "best practices". This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.

Su questo libro

L'autore:

William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Contenuti:

1. Marketing's Value to Consumers, Firms and Society
2. Marketing Strategy Planning
3. Focusing Marketing Strategy with Segmentation and Positioning
4. Evaluating Opportunities in the Changing Marketing Environment
5. Final Consumers and Their Buying Behaviour
6. Business and Organizational Customers and Their Buying Behaviour
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 and Customer Service
15. Advertising and Sales Promotion
16. Pricing Objectives and Policies
17. Price Setting in the Business World
18. Ethical Marketing in Consumer-Oriented Societies: Appraisal and Challenges

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2011
• ISBN 10: 0071317023
• ISBN 13: 9780071317023
• Rilegatura: Copertina flessibile