MARKETING Concepts and Decision Making

• Hardback book by Charles W. Gross and Robin T. Peterson
• Over 700 pages
• COPYRIGHT © 1987 By WEST PUBLISHING COMPANY

Contents in Brief includes:

" Preface

PART ONE Marketing Decision Making: The Framework

CHAPTER 1 Marketing: An Overview
CHAPTER 2 The Strategic Marketing Decision Process
CHAPTER 3 Market Segmentation

PART TWO The Firm's Environment

CHAPTER 4 An Overview of the Firm's External Environment
CHAPTER 5 Understanding Consumer Behavior
CHAPTER 6 Understanding Industrial and Other Organization Buying Behavior

PART THREE Marketing Opportunity Analysis

CHAPTER 7 Marketing Research and Information Systems
CHAPTER 8 Analyzing Market Opportunity

PART FOUR Marketing Mix Elements

CHAPTER 9 Product Decisions: An Overview
CHAPTER 10 New Product Development
CHAPTER 11 Channels of Distribution
CHAPTER 12 Physical Distribution: An Overview
CHAPTER 13 Intermediaries: Retailers
CHAPTER 14 Wholesaling and Intermediary Buying Behavior
CHAPTER 15 Promotion Functions and Sales Promotion and Publicity Decisions
CHAPTER 16 Advertising Decisions
CHAPTER 17 Personal Selling Decisions
CHAPTER 18 Direct Marketing Decisions
CHAPTER 19 Pricing Decisions: Price Theory, Marketing Objectives,
and Cost- and Competition-Based Strategies
CHAPTER 20 Pricing Decisions: Demand-Based Strategies: Flexible
Break-Even, and Other Considerations

PART FIVE Special Topics in Marketing

CHAPTER 21 Organizing, Budgeting, and Controlling
CHAPTER 22 International Markets
CHAPTER 23 Service, Social, and Not-for-Profit Marketing Decision Making

APPENDIX A Conceptual Model for Assessing Synergy
APPENDIX B Major Federal Legislative Acts That Affect Marketing Decision Making
APPENDIX C Marketing Math
APPENDIX D Secondary Data Sources
APPENDIX E Careers in Marketing

Analyzing a Marketing Case
Cases
Glossary
Notes
Name Index
Subject Index "

This book is in very good condition with minor wear to the cover.
No torn or ripped pages.
There are several pages with some highlighting and markings.

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