Essentials of marketing : a marketing strategy planning approach /
William D. Perreault, Jr. ... [et al].
- 12 ed.
- New York : McGraw Hill, 2010.
- 691 p. : il., fots. col., grafs., diagrs., etc.
Incluye referencias bibliográficas, índice, etc.
Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating opportunities in the changing marketing environment -- Focusing marketing strategy with segmentation and positioning -- Final consumer and their buying behavior -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer services and logistics -- Retailers, woholesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling and customer services -- Advertising and sales promotion -- Pricing objetives and policies -- Price setting in the business world -- Ethical marketing in a consumer-oriented world: Appraisal and challenges -- Economic Fundamentals -- Marketing arithmetic -- Career planning in marketing -- Cap. 1. 2. 3. 4. 5. 6. 7. 8. 9. 10. 11. 12. 13. 14. 15. 16. 17. 18. Ap. A. B. C.
Disponible en la Colección General : Biblioteca Central.