McCarthy's name appears first on the earlier edition.

Includes bibliographical references (p. 725-787) and indexes.

Marketing's value to consumers, firms, and society -- Marketing strategy planning -- Focusing marketing strategy with segmentation and positioning -- Evaluating opportunities in the changing marketing environment -- Demographic dimensions of global consumer markets -- Behavioral dimensions of the consumer market -- Business and organizational customers and their buying behavior -- Improving decisions with marketing information -- Elements of product planning for goods and services -- Product management and new-product development -- Place and development of channel systems -- Distribution customer service and logistics -- Retailers, wholesalers, and their strategy planning -- Promotion : introduction to integrated marketing communications -- Personal selling -- Advertising and sales promotion -- Pricing objectives and policies -- Price setting in the business world -- Implementing and controlling marketing plans : evolution and revolution -- Managing marketing's link with other functional areas -- Developing innovative marketing plans -- Ethical marketing in a consumer-oriented world : appraisal and challenges.

Systems requirements for accompanying computer disk: Windows 98 or higher; Pentium 400 MHz or faster; 16-Bit stereo sound card; 16 Bit or better video card; 64 MB or more of system memory; 8x speed for higher CD-ROM Drive.

UNCP 315592 - gift.