Essentials of Marketing Information Center: Table of Contents


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Essentials of Marketing, 10/e

William D. Perreault, University of North Carolina at Chapel Hill
E. Jerome McCarthy, Michigan State University at East Lansing

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  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
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

Appendices
Appendix A   Economics Fundamentals
Appendix B   Marketing Arithmetic
Appendix C   Career Planning in Marketing

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