Basic marketing a marketing strategy planning approach - Perreault, William D.; Cannon, Joseph P.; McCarthy, E. Jerome (Edmund Jerome). (Boston McGraw-Hill Irwin, 2009)
Table of Contents: Chapter 1. Marketing's Value to Consumers, Firms, and Society -- Chapter 2. Marketing Strategy Planning -- Chapter 3. Evaluating Opportunities in the Changing Marketing Environment -- Chapter 4. Focusing Marketing Strategy with Segmentation and Positioning -- Chapter 5. Demographic Dimensions of Global Consumer Markets -- Chapter 6. Final Consumers and Their Buying Behavior -- Chapter 7. Business and Organizational Customers and Their Buying Behavior -- Chapter 8. Improving Decisions with Marketing Information -- Chapter 9. Elements of Product Planning for Goods and Services -- Chapter 10. Product Management and New Product Development -- Chapter 11. Place and Development of Channel Systems -- Chapter 12. Distribution Customer Service and Logistics -- Chapter 13. Retailers, Wholesalers, and Their Strategy Planning -- Chapter 14. Promotion - Introduction to Integrated Marketing Communications. -- Chapter 15. Personal Selling and Customer Service -- Chapter 16. Advertising and Sales Promotion -- Chapter 17. Pricing Objectives and Policies -- Chapter 18. Price Setting in the Business World -- Chapter 19. Implementing and Controlling Market Plans: Evolution and Revolution. -- Chapter 20. Managing Marketing's Link with Other Functional Areas -- Chapter 21. Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges. -- Appendix A. Economics Fundamentals -- Appendix B. Marketing Arithmetic -- Appendix C. Career Planning in Marketing. -- Video Cases.
Keywords: Marketing -- Management