Pub. Date:
McGraw-Hill Higher Education
Basic Marketing / Edition 12

Basic Marketing / Edition 12

by William Perreault


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Basic Marketing is the market leading principles text domestically. Basic Marketing offers a very thorough integration of the latest marketing themes, topics, and examples woven throughout the body of the text. This integration of themes, topics, and examples is carefully blended with the text's traditional strengths of clear, accessible communication, a focus on management decision-making in marketing, and completely integrated coverage of special topics such as technology, ethics, international perspectives, relationship marketing, and services. This is the first book to develop and present the 4 P's framework when describing the components of the marketing mix (Product, Price, Place, Promotion). Where most principles of marketing texts have separate supplement authors, Bill Perreault is the creator of every item in the package. This unique involvement ensures quality, accuracy, and reliability.ity.

Product Details

ISBN-13: 9780256139914
Publisher: McGraw-Hill Higher Education
Publication date: 01/28/1996
Edition description: Older Edition
Pages: 456
Product dimensions: 8.44(w) x 10.94(h) x 0.75(d)

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. Demographic Dimensions of Global Consumer Markets
6. Behavioral Dimensions of the Consumer Market
7. Business and Organizational Customer and Their Buying Behavior
8. Improving Decisions with Marketing Information
9. Elements of Product Planning for Goods and Services
10. Product Management and New- Product Development
11. Place and development of Channel Systems
12. Distribution Customer Service and Logistics
13. Retailers, Wholesalers, and Their Strategy Planning
14. Promotion- Introduction to Integrated Marketing Communications
15. Personal Selling
16. Advertising and Sales Promotion
17. Pricing Objectives and Policies
18. Price Setting in the Business World
19. Implementing and Controlling Marketing Plans: Evolution and Revolution

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