 |  Basic Marketing: A Global Managerial Approach, 10/e Stanley J. Shapiro
Kenneth B. Wong,
Queens School of Business
William D. Perreault,
University of North Carolina
E. Jerome McCarthy,
Michigan State University
Student Centre
Contents:Chapter 1: Marketing's Role Within Organizations
Chapter 2: Strategic Market Planning and the Evaluation of Marketing Opportunities
Chapter 3: The Changing Marketing Environment
Chapter 4: Using Marketing Information to Make Better Decisions
Chapter 5: The Canadian Consumer Market: Demographic and Economic Dimensions
Chapter 6: Behavioural Dimensions of the Consumer Market
Chapter 7: The Buying Behaviour of Business and Organizational Customers
Chapter 8: Finding Target Markets through Segmentation
Chapter 9: Product Planning for Goods and Services
Chapter 10: Product Management and New-Product Development
Chapter 11: Place and Development of Channel Systems
Chapter 12: Physical Distribution
Chapter 13: Retailers, Wholesalers and Strategic Distribution
Chapter 14: Promotion - Introduction to Integrated Marketing Communications
Chapter 15: Personal Selling
Chapter 16: Advertising and Sales Promotion
Chapter 17: Pricing Objectives and Policies
Chapter 18: Price Setting in the Business World
Chapter 19: Developing Innovative Marketing Plans
Chapter 20: Implementing and Controlling Marketing Plans
Chapter 21: Managing Marketing's Link with Other Functional Areas
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2002 McGraw-Hill Higher Education