TY  - BOOK
AU  - Canon, Joseph P.
AU  - William D. Perreault.
AU  - E. Jerome McCarthy.
TI  - Essentials of marketing : : a marketing strategy planning approach 
SN  - 9781266124983
AV  - SHS HF 5415 C36 2024 
PY  - 2024///
CY  - New York
PB  - McGraw Hill, 
KW  - Marketing
N1  - 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
N2  - "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
ER  -