Perreault, Jr., William D. <br/><br/>
Essentials of marketing:  A marketing strategy planning approach/ 
by William D. Perreault, Jr. 
 - New York:  McGraw-Hill   c2015. 
 - xliii, 706p.  ill.;  27.5 cm. 
 - c.2 
<br/><br/> Includes appendices, glossary, and index 
<br/><br/>Chapter 1. Marketing's value to consumers, firms, and society  --2. Marketing strategy planning  --3. Evaluating opportunities in the changing market environment  --4. Focusing marketing strategy with segmentation and positioning  --5. Final consumers 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 and customer service  --15. Advertising, publicity, and sales promotion  --16. Pricing objectives and policies  --17. Price setting in the business world  --18. Ethical marketing in a customer-oriented world: appraisal and challenges. 
<br/><br/><label>ISBN: </label>978-981-4607-52-0 
<br/><br/><label>Dewey Class. No.: </label>BCir. 658.8  / P426e 2015