A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.
Material type:
TextSeries: The Irwin series in marketingPublication details: Burr Ridge, Ill. : Irwin, c1994.Edition: 6th edDescription: xii, 352 p. : ill. ; 24 cmISBN: - 0256122512 (recycled paper)
- 9780256122510
- HF5415.13 .P388
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Methodist University Library Main General Stacks | Reference | HF5415.13 .P388 (Browse shelf(Opens below)) | Available | 12937 |
Includes index
Section I. Essentials of Marketing Management --
Pt. A. Introduction --
1. Strategic planning and the marketing management process --
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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 --
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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 --
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Pt. D. Marketing in special fields --
12. The marketing of services --
13. International marketing --
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Pt. E. Marketing response to a changing society --
14. Marketing management : social and ethical dimensions --
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Section II. Analyzing Marketing Problems and Cases --
Section III. Financial Analysis for Marketing Decisions --
Section IV. Developing Marketing Plans --
Section V. Secondary Data Sources
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