Applications in basic marketing : clippings from the popular business press - Perreault, William D.; McCarthy, E. Jerome [ (Edmund Jerome)] (Boston : McGraw-Hill/Irwin, 2005)
1. Marketing's value to consumers, firms and society -- 2. Finding target market opportunities -- 3. Evaluating opportunities in the changing marketing environment -- 4. Buyer behavior -- 5. Getting information for marketing decisions -- 6. Product -- 7. Place -- 8. Promotion -- 9. Price -- 10. Marketing strategies: planning, implementation and control -- 11. Ethical marketing in a consumer-oriented world: appraisal and challenges
Keywords: Marketing -- Management