Basic marketing : a managerial approach /
McCarthy, E. Jerome
Basic marketing : a managerial approach / E. Jerome McCarthy and William D. Perreault - Tenth edition - Homewood, Illinois : Irwin Inc., c1990 - xviii, 734 pages : color illustrations ; 27 cm.
Includes index.
Marketing's role in society -- Marketing's role within the firm -- Finding target market opportunities with market segmentation -- Evaluating opportunities in uncontrollable environments -- Getting information for marketing decisions -- Demographic dimensions of the U.S. consumer market -- Behavioral dimensions of the consumer market -- Industrial and intermediate customers and their buying behavior -- Elements of product planning -- Product management and new-product development -- Place and development of channel systems -- Retailing -- Wholesaling -- Physical distribution -- Promotion:introduction -- Personal selling -- Mass selling -- Pricing objectives and policies -- Price setting in the real world -- Planning and implementing marketing programs -- Controlling marketing plans and programs -- Marketing strategy planning for international markets -- Marketing in a consumer-oriented society : appraisal and challenges
256068658
MARKETING
HF 5415.3 .M369 1990
Basic marketing : a managerial approach / E. Jerome McCarthy and William D. Perreault - Tenth edition - Homewood, Illinois : Irwin Inc., c1990 - xviii, 734 pages : color illustrations ; 27 cm.
Includes index.
Marketing's role in society -- Marketing's role within the firm -- Finding target market opportunities with market segmentation -- Evaluating opportunities in uncontrollable environments -- Getting information for marketing decisions -- Demographic dimensions of the U.S. consumer market -- Behavioral dimensions of the consumer market -- Industrial and intermediate customers and their buying behavior -- Elements of product planning -- Product management and new-product development -- Place and development of channel systems -- Retailing -- Wholesaling -- Physical distribution -- Promotion:introduction -- Personal selling -- Mass selling -- Pricing objectives and policies -- Price setting in the real world -- Planning and implementing marketing programs -- Controlling marketing plans and programs -- Marketing strategy planning for international markets -- Marketing in a consumer-oriented society : appraisal and challenges
256068658
MARKETING
HF 5415.3 .M369 1990