Basic marketing : a managerial approach / E. Jerome McCarthy and William D. Perreault

By: Contributor(s): Material type: TextTextPublication details: Homewood, Illinois : Irwin Inc., c1990Edition: Tenth editionDescription: xviii, 734 pages : color illustrations ; 27 cmISBN:
  • 256068658
Subject(s): LOC classification:
  • HF 5415.3 .M369 1990
Contents:
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
Item type: Books
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Holdings
Item type Current library Home library Collection Call number Copy number Status Date due Barcode
Books Books National University - Manila LRC - Annex General Circulation Gen. Ed. - CBA GC HF 5415.3 .M369 1990 (Browse shelf(Opens below)) c.1 Available NULIB000005905

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

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