TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - Marketing management: knowledge and skills 
SN  - 0072315571
AV  - HF5415.13 .P44
PY  - 2001///
CY  - Boston, Mass.
PB  - Irwin/McGraw-Hill
KW  - Marketing
KW  - Management
N1  - Includes bibliographical references and index; Sect. I. Essentials of Marketing Management. pt. A. Introduction. Ch. 1. Strategic Planning and the Marketing Management Process. pt. B. Marketing Information, Research, and Understanding the Target Market. Ch. 2. Marketing Research: Process and Systems for Decision Making. Ch. 3. Consumer Behavior. Ch. 4. Organizational Buying. Ch. 5. Market Segmentation. pt. C. The Marketing Mix. Ch. 6. Product Strategy. Ch. 7. New Product Planning and Development. Ch. 8. Integrated Marketing Communications: Advertising and Sales Promotion. Ch. 9. Personal Selling. Ch. 10. Distribution Strategy. Ch. 11. Pricing Strategy. pt. D. Marketing in Special Fields. Ch. 12. The Marketing of Services. Ch. 13. Global Marketing
ER  -