Basic marketing : a managerial approach /
E. Jerome McCarthy and William D. Perreault
- Tenth edition
- Homewood, IL : Irwin, c1990.
- xviii, 734 pages : color illustrations ; 27 cm.
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