a marketing strategy planning approach Perreault, William D. creator author. Cannon, Joseph P. (Assistant professor of marketing) author. McCarthy, E. Jerome (Edmund Jerome) author. text bibliography nyu 2024 Eighteenth edition. monographic eng

print

xix, 796 (loose leaf pages) : color illustrations ; 30 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"-- 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. William D. Perreault, Jr., PhD, University of North Carolina, Joseph P. Cannon, PhD, Colorado State University, E. Jerome McCarthy, PhD, Michigan State University Includes bibliographical references and index. Marketing HF5415 .M378 2024 658.8 Perreault, William D. New York, NY : McGraw Hill LLC, [2024] Eighteenth edition. (DLC) 2022037582 9781266168468 9781266839429 2022037581 DLC 220812 20240919103927.0 22748194 eng