a marketing strategy planning approach Canon, Joseph P. creator William D. Perreault. author E. Jerome McCarthy. author text 18th edition. monographic eng

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xix, 796 pages : color illustrations ; 28 cm. "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. 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. Joseph P. Canon [ and 2 others] Includes bibliographical references and index. Marketing SHS HF 5415 C36 2024 9781266124983 240127 20240127093429.0