A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.
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TextPublication details: Boston : McGraw-Hill Irwin, 2008.Edition: 11th edDescription: xiv, 252 p. : ill. (some col.) ; 26 cmISBN: - 9780073380964
- 0073380962
- HF5415.13 .P388
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| HF5415.13 .P387 Marketing management : | HF5415.13 .P387 Marketing management : | HF5415.13 .P387 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
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.
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