02014nam a2200229Ia 4500 TDMU_24419 210410s9999 xx 000 0 und d 658.8 P206 Perreault, William D Essentials of marketing a marketing strategy planning approach William D. Perreault, Joseph P. Cannon, Jerome McCarthy New York McGraw-Hill Education 2015 xliii, 717 p. Includes bibliographical references (pages 645-685) and indexes; Chapter 1. Marketing's value to consumers, firms, and society -- Chapter 2. Marketing strategy planning -- Chapter 3. Evaluating opportunities in the changing market enviroment -- Chapter 4. Focusing marketing strategy with segmentation and positioning -- Chapter 5. Final consumers and their buying hehavior -- Chapter 6. Bussiness 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 and customer service -- Chapter 15. Advertising, publicity, and sales promotion -- Chapter 16. Pricing objectives and policies -- Chapter 17. Price setting in the business world -- Chapter 18. Ethical marketing in a consumer-oriented world: appraisal and challenges Marketing; Tiếp thị; Marketing strategy; Chiến lược tiếp thị Cannon, Joseph P http://lrc.tdmu.edu.vn/opac/search/detail.asp?aID=2&ID=24419 Trung tâm Học liệu Trường Đại học Thủ Dầu Một