Basic Marketing
A Global Managerial Approach
Published in December 1998
Book
Paperback/Softback
700 pages
978-0-07-115833-6 (ISBN)
Description
Presenting leading principles of marketing for both the domestic and international market, this text develops the 4P framework when describing the components of the marketing mix: product, price, place and promotion.
More details
Edition
International 13 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Dimensions
Height: 230 mm
Weight
1680 gr
ISBN-13
978-0-07-115833-6 (9780071158336)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
E. Jerome McCarthy
Basic Marketing
Book
02/2002
14th Edition
McGraw Hill Higher Education
€50.36
Shipment within 15-20 days
Previous edition
Book
12/1996
McGraw-Hill Education (ISE Editions)
€30.94
Article exhausted; check for reprint
Persons
Content
Marketing's role in the global economy; marketing's role within the firm or non-profit organization; focusing marketing strategy with segmentation and positioning evaluating opportunities in the changing marketing environment; demographic dimensions of global consumer markets; behaviourial dimensions of the consumer market; business and organizational customer and their buying behaviour; improving decisions with marketing information; elements of product planning for goods and services; product management and new-product development, place and development of channel systems; distribution customer service and logistics; retailers, wholesalers, and their strategy planning; promotion-introduction to integrated marketing communications; personal selling; advertising and sales promotion; pricing objectives and policies; price setting in the business world; developing innovative marketing plans; implementing and controlling marketing plans - evolution and revolution; managing marketing's link with other functional areas; ethical marketing in consumer-oriented societies - appraisal and challenges.