TY  - BOOK
AU  - Perreault,William D.
AU  - Cannon,Joseph P.
AU  - McCarthy,E.Jerome
TI  - Essentials of marketing: a marketing strategy planning approach / 
SN  - 9781260570915
AV  - HF5415 .P4357
U1  - 658.8 23
PY  - 2021///
CY  - New York : 
PB  - McGraw-Hill Education
KW  - Marketing
N1  - 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.
ER  -