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Română
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Basic Marketing : A Managerial Approach

Tipul înregistrării:	Text tipărit: monografic
Autor:	McCarthy, Edmund Jerome
Autor alternativ:	Perreault, William D., Jr.
Responsabilitate:	E. Jerome McCarthy, Ph. D.
Responsabilitate secundară:	William D. Perreault, Jr., Ph. D.
Editura:	Irwin
Locul publicării:	Homewood
Anul Ediției:	1987
ISBN:	0-256-03649-7
Ediţie:	Ninth Edition
Descriere:	750 p.; 24 cm.
Limba:	Română
Subiect:	Marketing
Cota topografică:	339 / M 53
Clasificare:	339.138
Clasificare:	658.55
Note conţinut (cuprins):	Chapter 1. Marketing's Role in Society. - p. 2
Note conţinut (cuprins):	Chapter 2. Marketing's Role within the firm. - p. 24
Note conţinut (cuprins):	Chapter 3. Finding target market opportunities with market segmentation. - p. 62
Note conţinut (cuprins):	Chapter 4. Evaluating oportunities in uncontrollable environments. - p. 94
Note conţinut (cuprins):	Chapter 5. Getting information for marketing decisions. - p. 122
Note conţinut (cuprins):	Chapter 6. Demographic dimension of the U.S. consumer market. - p. 146
Note conţinut (cuprins):	Chapter 7. Behaivioral dimensions of the consumer market. - p. 168
Note conţinut (cuprins):	Chapter 8. Industrial and intermediate customers and the buying behavior. - p. 192
Note conţinut (cuprins):	Chapter 9. Elements of product planning. - p. 216
Note conţinut (cuprins):	Chapter 10. Product manegement and new-product development. - p. 250
Note conţinut (cuprins):	Chapter 11. Place and development of channel systems. - p. 276
Note conţinut (cuprins):	Chapter 12. Retailing. - p. 298
Note conţinut (cuprins):	Chapter 13. Wholesaling. - p. 324
Note conţinut (cuprins):	Chapter 14. Physical distribution. - p. 344
Note conţinut (cuprins):	Chapter 15. Promotion-introduction. - p. 366
Note conţinut (cuprins):	Chapter 16. Personal selling. - p. 394
Note conţinut (cuprins):	Chapter 17. Mass selling. - p. 420
Note conţinut (cuprins):	Chapter 18. Pricing objecives and policies. - p. 444
Note conţinut (cuprins):	Chapter 19. Price setting in the real world. - p. 482
Note conţinut (cuprins):	Chapter 20. Planning and implementing marketing programs. - p. 514
Note conţinut (cuprins):	Chapter 21. Controlling marketing plans and programs. - p. 546
Note conţinut (cuprins):	Chapter 22. Marketing strategy planning for the international markets. - p. 572
Note conţinut (cuprins):	Chapter 23. Marketing in the consumer-oriented society appraisal and challenges. - p. 596
Note conţinut (cuprins):	Notes. - p. 696
Note conţinut (cuprins):	Author index. - p. 719
Note conţinut (cuprins):	Subject index. - p. 725
Note conţinut (cuprins):	Glossary. - p. 737

339 / M 53
MCCARTHY, Edmund Jerome; PERREAULT, William D., Jr.

Basic Marketing : A Managerial Approach [*Carte tipărită] / E. Jerome McCarthy, Ph. D.; William D. Perreault, Jr., Ph. D. ─ Ninth Edition.- Homewood : Irwin, 1987
750 p. ; 24 cm.
Chapter 1. Marketing's Role in Society. - p. 2.
Chapter 2. Marketing's Role within the firm. - p. 24.
Chapter 3. Finding target market opportunities with market segmentation. - p. 62.
Chapter 4. Evaluating oportunities in uncontrollable environments. - p. 94.
Chapter 5. Getting information for marketing decisions. - p. 122.
Chapter 6. Demographic dimension of the U.S. consumer market. - p. 146.
Chapter 7. Behaivioral dimensions of the consumer market. - p. 168.
Chapter 8. Industrial and intermediate customers and the buying behavior. - p. 192.
Chapter 9. Elements of product planning. - p. 216.
Chapter 10. Product manegement and new-product development. - p. 250.
Chapter 11. Place and development of channel systems. - p. 276.
Chapter 12. Retailing. - p. 298.
Chapter 13. Wholesaling. - p. 324.
Chapter 14. Physical distribution. - p. 344.
Chapter 15. Promotion-introduction. - p. 366.
Chapter 16. Personal selling. - p. 394.
Chapter 17. Mass selling. - p. 420.
Chapter 18. Pricing objecives and policies. - p. 444.
Chapter 19. Price setting in the real world. - p. 482.
Chapter 20. Planning and implementing marketing programs. - p. 514.
Chapter 21. Controlling marketing plans and programs. - p. 546.
Chapter 22. Marketing strategy planning for the international markets. - p. 572.
Chapter 23. Marketing in the consumer-oriented society appraisal and challenges. - p. 596.
Notes. - p. 696.
Author index. - p. 719.
Subject index. - p. 725.
Glossary. - p. 737.
ISBN: 0-256-03649-7: 98.00

MCCARTHY, Edmund Jerome
Perreault, William D., Jr.

339.138
658.55
Marketing

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327 # # $a Chapter 3. Finding target market opportunities with market segmentation. - p. 62
327 # # $a Chapter 4. Evaluating oportunities in uncontrollable environments. - p. 94
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327 # # $a Chapter 8. Industrial and intermediate customers and the buying behavior. - p. 192
327 # # $a Chapter 9. Elements of product planning. - p. 216
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327 # # $a Chapter 12. Retailing. - p. 298
327 # # $a Chapter 13. Wholesaling. - p. 324
327 # # $a Chapter 14. Physical distribution. - p. 344
327 # # $a Chapter 15. Promotion-introduction. - p. 366
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