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Basic Marketing - Text Only (Canadian Edition)

Basic Marketing - Text Only (Canadian Edition) - 12th edition

ISBN13: 978-0070974258

Cover of Basic Marketing - Text Only (Canadian Edition) 12TH 07 (ISBN 978-0070974258)
ISBN13: 978-0070974258
ISBN10: 007097425X
Cover type:
Edition/Copyright: 12TH 07
Publisher: McGraw-Hill Ryerson
Published: 2007
International: No

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Basic Marketing - Text Only (Canadian Edition) - 12TH 07 edition

ISBN13: 978-0070974258

Perreault,William, Jerome McCarthy, Lindsay Meredith and Lynne Ricker

ISBN13: 978-0070974258
ISBN10: 007097425X
Cover type:
Edition/Copyright: 12TH 07
Publisher: McGraw-Hill Ryerson

Published: 2007
International: No
Summary

Basic Marketing provides students with a solid marketing principles foundation in a strategic planning framework. Strategic marketing planning is about determining how to satisfy customers in a superior manner. This text is well known for pioneering an innovative structure ? the "four Ps" (Product, Place, Promotion, Price) with a managerial approach. The unifying theme presented in Basic Marketing is on how to make the marketing decisions that a manager makes in order to determine what customers to focus on and how to best meet their needs. The strengths of this text are the four P's framework, managerial orientation, and strategic marketing planning focus. These strengths have proven to be the foundation pillars for supporting new developments in marketing.

Table of Contents

Chapter 1. Marketing for Consumers, Firms, and Society
Chapter 2. Strategic Planning
Chapter 3. Segmenting and Positioning Market Strategy
Chapter 4. Evaluating Market Opportunities
Chapter 5. Demographics, Consumers and Markets
Chapter 6. Consumer Behaviour
Chapter 7. Marketing to Businesses and Organizations
Chapter 8. Improving Decisions with Market Information
Chapter 9. Product Planning for Goods and Services
Chapter 10. Product Management and New Product Development
Chapter 11. Place ? Distribution Management
Chapter 12. Retailing and Wholesaling
Chapter 13. Promotion ? Integrated Marketing Communications
Chapter 14. Personal Selling
Chapter 15. Advertising, Publicity and Sales Promotion
Chapter 16. Pricing Objectives and Policies
Chapter 17. Price Setting in the Business World
Chapter 18. Marketing Plans and Controls

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