A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.
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)
- 9780072466584
- HF5415.13 .P388
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| HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / | HF5415.13 .P388 A preface to marketing management / |
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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