Essentials of marketing: A marketing strategy planning approach - Perreault, Jr., William D.; Cannon,Joseph P. (New York: McGraw-Hill, 2015)
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.
Includes appendices, glossary, and index