Applications in Basic Marketing 2002-2003

Applications in Basic Marketing 2002-2003

by William D. Perreault

Paperback(Older Edition)


Product Details

ISBN-13: 9780072864694
Publisher: McGraw-Hill Companies, The
Publication date: 07/28/2003
Edition description: Older Edition

Table of Contents

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
a. Economics Fundamentals
b. Marketing Arithmetic
c. Career Planning in Marketing

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