000			03645nam a22003017a 4500
003			OSt
005			20231007012310.0
008			210128b ||||| |||| 00| 0 eng d
020			_a9780071101103
040			_aCvSU-CCAT Campus Library. _bEnglish. _cCvSU-CCAT Campus Library _erda.
050			_aCIR HF 5415.13 _bC36 2008
082			_a658.8 _bC164b 2008 _220
100			_aCannon, Joseph P., author. _91412
245			_aBasic marketing : _ba global-managerial approach / _cJoseph P. Cannon, William D. Perreault, Jr., and E. Jerome McCarthy.
250			_aSixteenth edition.
260			_aNew York : _bMcGraw-Hill Higher Education, _cc2008.
300			_axxxvi, 790, [47] pages : _bcolor illustrations, color maps ; _c28 cm
504			_aIncludes bibliography and index.
505			_aBrief Contents 1 Marketing's Value to Consumers, Firms, and Society 2 Marketing Strategy Planning 3 Focusing Marketing Strategy with Segmentation and Positioning 4 Evaluating Opportunities in the Changing Marketing Environment 5 Demographic Dimensions of Global Consumer Markets 6 Final Consumers and Their Buying Behavior 7 Business and Organizational Customers and Their Buying Behavior 8 Improving Decisions with Marketing Information 9 Elements of Product Planning for Goods and Services 10 Product Management and New-Product Development 11 Place and Development of Channel Systems 12 Distribution Customer Service and Logistics 13 Retailers, Wholesalers, and Their Strategy Planning 14 Promotion--Introduction to Integrated Marketing Communications 15 Personal Selling and Customer Service 16 Advertising and Sales Promotion 17 Pricing Objectives and Policies 18 Price Setting in the Business World 19 Implementing and Controlling Marketing Plans: Evolution and Revolution 20 Managing Marketing's Link with Other Functional Areas 21 Developing Innovative Marketing Plans 22 Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges Appendix A Economics Fundamentals Appendix B Marketing Arithmetic Appendix C Career Planning in Marketing Index
520			_a"Basic Marketing, 16e" builds on the foundation pillars of previous editions - the four Ps framework, managerial orientation, and strategy planning focus. 16e builds upon its pioneering beginnings that introduced the 'four Ps' to the introductory marketing course. The unifying focus of "Basic Marketing" has always been on how to make the marketing decisions that a manager must make in deciding what customers to focus on and how best to meet their needs. Over many editions there has been constant change in marketing management and the marketing environment. Some of the changes have been dramatic, and others have been subtle. As a result, the authors have made ongoing changes to the text to reflect marketing's best practices and ideas.Throughout all of these changes, "Basic Marketing" and the supporting materials that accompany it have been more widely used than any other teaching materials for introductory marketing. Consistent with our belief in continuous quality improvement, this edition has been critically revised, updated, and rewritten to reflect new concepts, new examples, and recent 'best practices.' This edition extends the strategy planning approach, integrating concepts tightly with the marketing strategy planning model.
546			_aIn English text.
650			_aMarketing _vManagement. _91384
650			_aMarketing. _9128
700			_aPerreault, William D., Jr., author. _91413
700			_aMcCarthy, E. Jerome, author. _91414
942			_cBK _eSixteenth edition _hHF 5415.13 C36 2008 _kCIR _2lcc
999			_c462 _d462