TY  - BOOK
AU  - McCarthy, E.Jerome.
AU  - Perreault, William D. 
TI  - Applications in basic marketing : clippings from the popular business press
SN  - 9780256101164
U1  - 658.8 
PY  - 1991///
CY  - Homewood, IL ; Boston, MA : 
PB  - Irwin, 
KW  - Marketing -- Management.
KW  - Management.
KW  - Marketing
N1  - Marketing's Role in Society.--
Marketing's Role in the Firm.--
Finding Target Market Opportunities.--
Evaluating Opportunities in Uncontrollable Environments.--
Buyer Behavior.--
Product.--
Place-Channels of Distribution and Physical Distribution.--
Promotion.--
Price.--
Marketing Strategies : Planning, Implementation and Control.--
Marketing Strategy Planning for International Markets.--
Marketing in a Consumer-Oriented Society : Appraisal and Challenges
ER  -