Perreault, William D., <br/><br/>
Essentials of marketing :  a marketing strategy planning approach / 
William D. Perreault, Jr., PhD, University of North Carolina, Joseph P. Cannon, PhD, Colorado State University, E. Jerome McCarthy, PhD, Michigan State University 
 - Eighteenth edition. 
 - xix, 796 (loose leaf pages) :  color illustrations ;  30 cm. 
<br/><br/>Includes bibliographical references and index. 
<br/><br/>1: Marketing's Value to Consumers, Firms, and Society -- 2: Marketing Strategy Planning -- 3: Evaluating Opportunities in the Changing Market Environment -- 4: Focusing Marketing Strategy with Segmentation and Positioning -- 5: Final Consumers and Their Buying Behavior -- 6: Business and Organizational Customers and Their Buying Behavior --  7: Improving Decisions with Marketing Information -- 8: Elements of Product Planning for Goods and Services -- 9: Product Management and New-Product Development -- 10: Place and Development of Channel Systems -- 11: Distribution Customer Service and Logistics -- 12: Retailers, Wholesalers, and Their Strategy Planning -- 13: Promotion—Introduction to Integrated Marketing Communications -- 14: Personal Selling and Customer Service -- 15: Advertising and Sales Promotion -- 16: Publicity: Promotion Using Earned Media, Owned Media, and Social Media -- 17: Pricing Objectives and Policies -- 18: Price Setting in the Business World -- 19: Appraisal, Review, and Reflection of Marketing in the 21st Century. 
<br/><br/> "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"-- 
<br/><br/><label>ISBN: </label>9781266168468 9781266839429 
<br/><br/><label>LCCN: </label>2022037581 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing.
<br/><br/><label>LC Class. No.: </label>HF5415  / .M378 2024 
<br/><br/><label>Dewey Class. No.: </label>658.8