TY  - BOOK
AU  - Perreault, Jr., William D.
AU  - McCarthy, E. Jerome
TI  - Applications in basic marketing: Clippings from the popular business press
SN  - 0-07-286470-2
U1  - BCir. 658.8 2004-2005 ed.
PY  - 2005///
CY  - --New York
PB  - McGraw-Hill
N1  - Marketing's value to consumers, firms, and society  --Finding target market opportunities  --Evaluating opportunities in the changing marketing environment  --Buyer behavior  --Getting information for marketing decisions  --Product  --Place  --Promotion  --Price  --Marketing strategies: planning, implementation and control  --Ethical marketing in a consumer- oriented world: appraisal and challenges
ER  -