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Home Marketing Essentials of Marketing

The fastest way to learn Essentials of Marketing Authors: William Perreault and Joseph Cannon and E. Jerome McCarthy

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What's in your Title?

Every chapter is simplified and ready for you to learn. Get quizzes, video lessons, practice problems, chapter summaries, flash cards and more!  

Authors: William Perreault and Joseph Cannon and E. Jerome McCarthy

ISBN13: 9781260260373, ©2021

Chapter 1

Marketing’s Value to Consumers, Firms, and Society

Chapter 2

Marketing Strategy Planning

Chapter 3

Evaluating Opportunities in the Changing Market Environment

Chapter 4

Focusing Marketing Strategy with Segmentation and Positioning

Chapter 5

Final Consumers and Their Buying Behavior

Chapter 6

Business and Organizational Customers and Their Buying Behavior

Chapter 7

Improving Decisions with Marketing Information

Chapter 8

Elements of Product Planning for Goods and Services

Chapter 9

Product Management and New-Product Development

Chapter 10

Place and Development of Channel Systems

Chapter 11

Distribution Customer Service and Logistics

Chapter 12

Retailers, Wholesalers, and Their Strategy Planning

Chapter 13

Promotion—Introduction to Integrated Marketing Communications

Chapter 14

Personal Selling and Customer Service

Chapter 15

Advertising and Sales Promotion

Chapter 16

Publicity: Promotion Using Earned Media, Owned Media, and Social Media

Chapter 17

Pricing Objectives and Policies

Chapter 18

Price Setting in the Business World

Chapter 19

Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges

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