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Peter, J. Paul.

A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr. - 11th ed. - Boston : McGraw-Hill Irwin, 2008. - xiv, 252 p. : ill. (some col.) ; 26 cm.

Includes bibliographical references and index

Section I: Essentials of Marketing Management
Chapter 1: Strategic Planning and the Marketing Management Process-
Chapter 2: Marketing Research : Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation
Chapter 6: Product Strategy
Chapter 7: New Product Planning and Development
Chapter 8: Integrated Marketing Communications : Advertising, Sales Promotion, Public Relations and Direct Marketing
Chapter 9: Personal Selling, Relationship Building and Sales Management
Chapter: 10: Distribution Strategy
Chapter 11: Pricing Strategy
Chapter 12:The Marketing of Services
Chapter 13: Global Marketing

Section II: Analyzing Marketing Problems and Cases

Section III: Financial Analysis for Marketing Decisions
Section IV: Developing Marketing Plans.

ISBN: 9780073380964 0073380962

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13 / .P388