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Essentials of Marketing - Loose Leaf book cover, ISBN 9781266839429

Essentials of Marketing - Loose Leaf

by Cannon, Joseph P.; Perreault, William D.; McCarthy, E. Jerome

ISBN13: 9781266839429
ISBN10: 1266839429
eBook ISBN(s): 9781264710416, 9781266842207
Additional ISBN(s): 9781259924057, 9781264024063
Edition: 18th
Format: Loose-leaf
Copyright: 2023-02-02
Publisher: McGraw Hill

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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 Market 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 and Sales Promotion

Chapter 16: Publicity

Chapter 17: Pricing Objectives and Policies

Chapter 18: Price Setting in the Business World

Chapter 19: Ethical Marketing in a Consumer-Oriented World

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