Marketing management :
Peter, J. Paul.
Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr. - 6th ed. - Boston, Mass. : Irwin/McGraw-Hill, c2001. - xx, 876 p. : ill. (some col.), maps ; 26 cm.
Includes bibliographical references and index
Sect. I. Essentials of Marketing Management. pt. A. Introduction. Ch. 1. Strategic Planning and the Marketing Management Process. pt. B. Marketing Information, Research, and Understanding the Target Market. Ch. 2. Marketing Research: Process and Systems for Decision Making. Ch. 3. Consumer Behavior. Ch. 4. Organizational Buying. Ch. 5. Market Segmentation. pt. C. The Marketing Mix. Ch. 6. Product Strategy. Ch. 7. New Product Planning and Development. Ch. 8. Integrated Marketing Communications: Advertising and Sales Promotion. Ch. 9. Personal Selling. Ch. 10. Distribution Strategy. Ch. 11. Pricing Strategy. pt. D. Marketing in Special Fields. Ch. 12. The Marketing of Services. Ch. 13. Global Marketing.
0072315571
Marketing--Management.
Marketing--Management
HF5415.13 / .P44
Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr. - 6th ed. - Boston, Mass. : Irwin/McGraw-Hill, c2001. - xx, 876 p. : ill. (some col.), maps ; 26 cm.
Includes bibliographical references and index
Sect. I. Essentials of Marketing Management. pt. A. Introduction. Ch. 1. Strategic Planning and the Marketing Management Process. pt. B. Marketing Information, Research, and Understanding the Target Market. Ch. 2. Marketing Research: Process and Systems for Decision Making. Ch. 3. Consumer Behavior. Ch. 4. Organizational Buying. Ch. 5. Market Segmentation. pt. C. The Marketing Mix. Ch. 6. Product Strategy. Ch. 7. New Product Planning and Development. Ch. 8. Integrated Marketing Communications: Advertising and Sales Promotion. Ch. 9. Personal Selling. Ch. 10. Distribution Strategy. Ch. 11. Pricing Strategy. pt. D. Marketing in Special Fields. Ch. 12. The Marketing of Services. Ch. 13. Global Marketing.
0072315571
Marketing--Management.
Marketing--Management
HF5415.13 / .P44