LOOSE-LEAF ESSENTIALS OF MARKETING

by Perreault, Jr., William; Cannon, Joseph; McCarthy, E. Jerome

• ISBN13: 9780077636715
• ISBN10: 0077636716
• Edition: 14th
• Format: Loose-leaf
• Copyright: 2014-02-26
• Publisher: MCGRAW

Summary

This full featured text is provided as an option to the price sensitive student. It is a full 4 color text that’s three whole punched and made available at a discount to students. Also available in a package with Connect Plus.

Table of Contents

Chapter 1: Marketing’s Value to Consumers, Firms, and Society

Chapter 2: Marketing Strategy Planning 

Chapter 3: Evaluating Opportunities in the Changing Marketing Environment

Chapter 4: Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5: Final Consumers and Their Buying Behavior

Chapter 6: Business and Organizational Customers and Their Buying Behavior

Chapter 7: Improving Decisions with Marketing Information

Chapter 8: Elements of Product Planning for Goods and Services

Chapter 9: Product Management and New-Product Development

Chapter 10: Place and Development of Channel Systems

Chapter 11: Distribution Customer Service and Logistics

Chapter 12: Retailers, Wholesalers, and Their Strategy Planning

Chapter 13: Promotion—Introduction to Integrated Marketing Communications

Chapter 14: Personal Selling and Customer Service

Chapter 15: Advertising, Publicity, and Sales Promotion

Chapter 16: Pricing Objectives and Policies

Chapter 17: Price Setting in the Business World

Chapter 18: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

Appendix A Economics Fundamentals 

Appendix B Marketing Arithmetic 

Appendix C Career Planning in Marketing