Description
McGraw-Hill Basic Marketing European 2000 Edition by William Jr. Perreault
Basic Marketing, European Edition is intended as a first book in marketing, offering a comprehensive introduction to the fundamental principles of the subject. This adaptation builds on the highly successful US edition, offering a unique European perspective on marketing thought. Structured around the classic "4Ps" organization, the book offers students clear explanations, helpful frameworks and "how-to-do-it" techniques, with up-to-date examples to illustrate the concepts described. Table of contents : - 1. Marketing's role in the organization2. Understanding the changing marketing environment3. Understanding the consumer environment4. Business and organizational customers and their buying behaviour 5. Getting information for marketing decisions6. Market segmentation, targeting and positioning7. Elements of product planning for good and services8. New product development and branding9. Place and development of channels of distribution10. Logistics and distribution11. Retailers wholesalers and their strategy marketing plan12. Promotion - introduction to integrated marketing communications13. Advertising and public relations14. Personal selling 15. Sales promotion and direct marketing16. Pricing objectives and policies17. Price setting in the business world18. Developing innovative marketing plans19. Implementing and controlling marketing plans20. Managing Marketing's link with other functional areaAppendix A-Economics FundamentalsAppendix B-Marketing ArithmeticCases