Perreault, William D
        Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Joseph P. Cannon, Jerome McCarthy. - 14th. edition. - New York : McGraw-Hill Education, 2015. - xliii, 717 p. : col. ill. ; 28 cm.
        Includes bibliographical references (pages 645-685) and indexes

        Nội dung: Chapter 1. Marketing's value to consumers, firms, and society -- Chapter 2. Marketing strategy planning -- Chapter 3. Evaluating opportunities in the changing market enviroment -- Chapter 4. Focusing marketing strategy with segmentation and positioning -- Chapter 5. Final consumers and their buying hehavior -- Chapter 6. Bussiness and organizational customers and their buying behavior -- Chapter 7. Improving decisions with marketing information -- Chapter 8. Elements of product planning for goods and services -- Chapter 9. Product management and new-product development -- Chapter 10. Place and development of channel systems -- Chapter 11. Distribution customer service and logistics -- Chapter 12. Retailers, wholesalers, and their strategy planning -- Chapter 13. Promotion-introduction to integrated marketing communications -- Chapter 14. Personal selling and customer service -- Chapter 15. Advertising, publicity, and sales promotion -- Chapter 16. Pricing objectives and policies -- Chapter 17. Price setting in the business world -- Chapter 18. Ethical marketing in a consumer-oriented world: appraisal and challenges

        ISBN
        
1. Marketing.2. Tiếp thị.3. Marketing strategy.4. Chiến lược tiếp thị.
I. Cannon, Joseph P. II. McCarthy, E. Jerome. III. Nhan đề

Số định danh : 658.8 P206

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SDH1500067

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