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A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.

By: Contributor(s): Material type: TextSeries: The Irwin/McGraw-Hill series in marketingPublication details: Boston : McGraw-Hill/Irwin, c2003.Edition: 9th edDescription: xiv, 280 p. : ill. (some col.) ; 26 cmISBN:
  • 0072466588 (pbk. : alk. paper)
  • 0071198717 (International : alk. paper)
ISSN:
  • 9780072466584
Subject(s): LOC classification:
  • HF5415.13 .P388
Contents:
Sect. I. Essentials of marketing management -- Ch. 1. Strategic planning and the marketing management process -- Ch. 2. Marketing research : process and systems for decision making -- Ch. 3. Consumer behavior -- Ch. 4. Business, government, and institutional buying -- Ch. 5. Market segmentation -- Ch. 6. Product strategy -- Ch. 7. New product planning and development -- Ch. 8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing -- Ch. 9. Personal selling, relationship building, and sales management -- Ch. 10. Distribution strategy -- Ch. 11. Pricing strategy -- Ch. 12. The marketing of services -- Ch. 13. Global marketing -- Sect. II. Analyzing marketing problems and cases -- Sect. III. Financial analysis for marketing decisions -- Sect. IV. Developing marketing plans.
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Cover image Item type Current library Home library Collection Shelving location Call number Materials specified Vol info URL Copy number Status Notes Date due Barcode Item holds Item hold queue priority Course reserves
Books Methodist University Library Main General Stacks HF5415.13 .P388 (Browse shelf(Opens below)) Available 13616
Books Methodist University Library Main General Stacks Reference HF5415.13 .P388 (Browse shelf(Opens below)) Available 12939
Books Methodist University Library Main General Stacks HF5415.13 .P388 (Browse shelf(Opens below)) Available 13618
Books Methodist University Library Main General Stacks HF5415.13 .P388 (Browse shelf(Opens below)) Available 13615
Books Methodist University Library Wenchi Faculty HF5415.13 .P388 (Browse shelf(Opens below)) Available 13617

Includes bibliographical references and index

Sect. I. Essentials of marketing management --
Ch. 1. Strategic planning and the marketing management process --
Ch. 2. Marketing research : process and systems for decision making --
Ch. 3. Consumer behavior --
Ch. 4. Business, government, and institutional buying --
Ch. 5. Market segmentation --
Ch. 6. Product strategy --
Ch. 7. New product planning and development --
Ch. 8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing --
Ch. 9. Personal selling, relationship building, and sales management --
Ch. 10. Distribution strategy --
Ch. 11. Pricing strategy --
Ch. 12. The marketing of services --
Ch. 13. Global marketing --
Sect. II. Analyzing marketing problems and cases --
Sect. III. Financial analysis for marketing decisions --
Sect. IV. Developing marketing plans.

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