Essentials of marketing : a marketing strategy planning approach /
Joseph P. Canon [ and 2 others]
- 18th edition.
- xix, 796 pages : color illustrations ; 28 cm.
Includes bibliographical references and index.
ch.1 Marketing's value to consumers, firms, and society -- ch.2 Marketing strategy planning -- ch.3 Evaluating opportunities in the changing market environment -- ch.4 Focusing marketing strategy with segmentation and positioning -- ch.5 Final Consumers and their buying behavior -- ch.6 Business and organizational customers and their buying behavior ch.7 Improving decisions with marketing information -- ch.8 Elements of product planning for goods and services -- ch.9 Product management and new-product development -- ch.10 Place and development channel systems -- ch.11 Distribution customer service and logistics -- ch.12 Retailers, wholesalers and their strategy planning -- ch.13 Promotion - introduction to integrated marketing communications -- ch.14 Personal selling and customer services -- ch.15 Advertising and sales promotion -- ch.16 Publicity : promotion using earned media, owned media and social media -- ch.17 Pricing objectives and policies -- ch.18 Price setting in the business world -- ch.19 Appraisal, review and reflection of marketing in the 21st century.
"This book is about marketing and marketing strategy planning. At its essence, marketing strategy planning is about figuring out how to do a superior job of satisfying customers"-- Provided by publisher.