Essentials of marketing a marketing strategy planning approach - Perreault, William D. Jr.; Cannon, Joseph P.; McCarthy, E. Jerome (Edmund Jerome) (New York McGraw-Hill Education, 2019)
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.
Includes bibliographical references (pages 645-685) and indexes.
Keywords: Marketing