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

By: McCarthy, E. Jerome [author]Contributor(s): Perreault, William D [co-author]Material type: Text

TextPublication details: Homewood, IL : Irwin, c1990Edition: Tenth editionDescription: xviii, 734 pages : color illustrations ; 27 cmISBN: 0256068658Subject(s): MARKETING | MARKETING -- MANAGEMENTLOC 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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Item type	Current library	Home library	Collection	Shelving location	Call number	Copy number	Status	Date due	Barcode
Books	LRC - Annex	National University - Manila	Gen. Ed. - CBA	General Circulation	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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