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Peter, J. Paul

A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr. - 6th ed. - Burr Ridge, Ill. : Irwin, c1994. - xii, 352 p. : ill. ; 24 cm. - The Irwin series in marketing .

Includes index

Section I. Essentials of Marketing Management --
Pt. A. Introduction --
1. Strategic planning and the marketing management process --
--
Pt. B. Marketing information, research, and understanding the target market --
2. Marketing decision support systems and marketing research --
3. Consumer behavior --
4. Organizational buyer behavior --
5. Market segmentation --
--
Pt. C. The marketing mix --
6. Product strategy --
7. New product planning and development --
8. Promotion strategy : advertising and sales promotion --
9. Promotion strategy : personal selling --
10. Distribution strategy --
11. Pricing strategy --
--
Pt. D. Marketing in special fields --
12. The marketing of services --
13. International marketing --
--
Pt. E. Marketing response to a changing society --
14. Marketing management : social and ethical dimensions --
--
Section II. Analyzing Marketing Problems and Cases --
Section III. Financial Analysis for Marketing Decisions --
Section IV. Developing Marketing Plans --
Section V. Secondary Data Sources

ISBN: 0256122512 (recycled paper)

ISSN: 9780256122510

Subjects--Topical Terms:
Marketing--Management.

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