Essentials of Marketing 17th Edition William Perreault

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Essentials of Marketing 17th Edition By William Perreault and Joseph Cannon and E. Jerome McCarthy 2021 Test bank

Essentials of Marketing 17th Edition By William Perreault and Joseph Cannon and E. Jerome McCarthy 2021 Test bank

 

Product details:

  • ISBN-13: 978-1260260373
  • ISBN-10: 1260260372
  • Author: William Perreault and Joseph Cannon and E. Jerome McCarthy 
  • Publisher: McGraw-Hill Education

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TABLE OF CONTENTS for Essentials of Marketing 17th Edition 

 

Chapter One: Marketing’s Value to Consumers, Firms, and Society 
Chapter Two: Marketing Strategy Planning  
Chapter Three: Evaluating Opportunities in the Changing Market Environment   
Chapter Four: Focusing Marketing Strategy with Segmentation and Positioning   
Chapter Five: Final Consumers and Their Buying Behavior   
Chapter Six: Business and Organizational Customers and Their Buying Behavior   
Chapter Seven: Improving Decisions with Marketing Information   
Chapter Eight: Elements of Product Planning for Goods and Services  
Chapter Nine: Product Management and New-Product Development   
Chapter Ten: Place and Development of Channel Systems   
Chapter Eleven: Distribution Customer Service and Logistics   
Chapter Twelve: Retailers, Wholesalers, and Their Strategy Planning   
Chapter Thirteen: Promotion—Introduction to Integrated Marketing Communications   
Chapter Fourteen: Personal Selling and Customer Service   
Chapter Fifteen: Advertising and Sales Promotion   
Chapter Sixteen: Publicity: Promotion Using Earned Media, Owned Media, and Social Media   
Chapter Seventeen: Pricing Objectives and Policies  
Chapter Eighteen: Price Setting in the Business World 
Chapter Nineteen: Ethical Marketing in a Consumer-Oriented World: Appraisal and Challenges   

 

 

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About the Author
William Perreault
William D. Perreault, Jr. is Kenan Professor of Business Emeritus at the University of North Carolina. He is the recipient of the two most prestigious awards in his field: the American Marketing Association Distinguished Educator Award and the Academy of Marketing Science Outstanding Educator Award. He was also selected for the Churchill Award. He was editor of the Journal of Marketing Research and has been on the review board of the Journal of Marketing and other journals as well.
Dr. Perreault has been recognized for innovations in marketing education, and at UNC he has received several awards for teaching excellence. His books include two other widely used texts: Basic Marketing and The Marketing Game! He is a past President of the American Marketing Association Academic Council, and he served as chair of an advisory committee to the U.S. Census Bureau and trustee of the Marketing Science Institute. He has also worked as a consultant to various organizations.

Essentials of Marketing 17th Edition

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