Essentials of Marketing
A Global Managerial Approach
Published in December 1996
Book
Paperback/Softback
610 pages
978-0-07-114637-1 (ISBN)
Description
This text focuses on the principles of marketing, emphasizing marketing and marketing strategy planning with the ultimate aim of meeting customer needs. Topics covered include: marketing's links with other functional areas such as finance and POM; distribution, customer service and logistics; wholesaling and retailing; marketing's role in building relationships; integrated marketing communications (IMC); and the expanding role of information technologies in all areas of marketing.
More details
Edition
International 7 Revised ed of
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 230 mm
ISBN-13
978-0-07-114637-1 (9780071146371)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
01/2000
McGraw-Hill Education (ISE Editions)
€42.94
Article is exhausted; no reprint
Previous edition
E. Jerome McCarthy
Essentials of Marketing
Book
01/1994
6th Edition
Irwin Professional Publishing
€29.65
Article exhausted; check for reprint
Persons
Content
Marketing's role in the global economy; marketing's role within the firm or nonprofit organziation; finding target market opportunities with market segmentation; evaluating opportunities in the changing marketing environment; getting information for marketing decisions; final consumers and their buying behaviour; business and organizational customers and their buying behaviour; 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, wholesales 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; managing marketing's link with other functional areas; marketing performance and ethics; appraisals and challenges. Appendices: economics; marketing arithmetic; career planning marketing.