- 作 者：（美）小威廉 D.佩勒尔特（William D.Perreault，Jr），（美）E.杰罗姆·麦卡锡（E.Jerome McCarthy）著
- 出 版 社：北京：机械工业出版社
- 出版年份：1998
- ISBN：7111065514
- 标注页数：869 页
- PDF页数：902 页
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1 Marketing's Role in the Global Economy 2
2 Marketing's Role within the Firm or Nonprofit Organization 32
3 Finding Target Market Opportunities with Market Segmentation 80
4 Evaluating Opportunities in the Changing Marketing Environment 116
5 Getting Information for Marketing Decisions 150
6 Demographic Dimensions of Global Consumer Markets 180
7 Behavioral Dimensions of the Consumer Market 212
8 Business and Organizational Customers and Their Buying Behavior 240
9 Elements of Product Planning for Goods and Services 272
10 Product Management and New Product Development 308
11 Place and Development of Channel Systems 336
12 Logistics and Distribution Customer Service 360
13 Retailers, Wholesalers, and Their Strategy Planning 386
14 Promotion-Introduction to Integrated Marketing Communications 418
15 Personal Selling 446
16 Advertising and Sales Promotion 474
17 Pricing Objectives and Policies 510
18 Price Setting in the Business World 554
19 Developing Innovative Marketing Plans 590
20 Implementing and Controlling Marketing Plans: Evolution and Revolution 620
21 Managing Marketing's Link with Other Functional Areas 652
22 Ethical Marketing in a Consumer Oriented World: Appraisal and Challenges 680
Video Cases 715
Cases 727
Computer-Aided Problems 771
Notes 783
Illustration Credits 831