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Essentials Of Marketing, 9/e
William D. Perreault, University of North Carolina at Chapel Hill
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Contents:
Chapter 1: Marketing's role in the global economy
Chapter 2: Marketing's role within the firm or nonprofit organization
Chapter 3: Focusing marketing strategy with segmentation and positioning
Chapter 4: Evaluating opportunities in the changing marketing environment
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: Logistics and distribution customer service
Chapter 12: Retailers, wholesalers, and their strategy planning
Chapter 13: Promotion-Introduction to integrated marketing communications
Chapter 14: Personal selling
Chapter 15: Advertising and sales promotion
Chapter 16: Pricing objectives and policies
Chapter 17: Price setting in the business world
Chapter 18: Developing innovative marketing plans: Appraisal and challenges
2003 McGraw-Hill Higher Education
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