Essentials of marketing : a marketing strategy planning approach / William D. Perreault, Joseph P. Cannon, and E. Jerome McCarthy.

Includes index.

Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Evaluating opportunities in the changing market environment -- Focusing marketing strategy with segmentation and positioning -- Final consumers 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 developmental of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion-introduction to integrated marketing communications -- Personal selling and customer service -- Advertising and sales promotion -- Publicity: promotion using earned media, owned media, and social media -- Pricing objectives and policies --Price setting in the business world -- Ethical marketing in a consumer oriented world: appraisal and challenges.