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

By: Peter, J. Paul
Contributor(s): Donnelly, James H., Jr
Publisher: New York : McGraw-Hill/Irwin, 2011Edition: Twelfth edDescription: xiv, 258 p. : ill. ; 26 cmISBN: 9780073529967 (alk. paper); 0073529966 (alk. paper); 9780071221115 (pbk.); 0071221115 (pbk.)Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13 | .P388 2011
Contents:
Essentials of marketing management. Strategic planning and the marketing management process -- Marketing information, research, and understanding the target market. Marketing research : process and systems for decision making ; Consumer behavior ; Business, government, and institutional buying ; Market segmentation ; Product and brand strategy ; New product planning and development ; Integrated marketing communications ; Major Federal agencies involved in control of advertising ; Personal selling, relationship building, and sales management ; Distribution strategy Pricing strategy ; The marketing of services ; Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plans.
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Book Book MILA University Central Library
General Stacks 		HF5415.13 P388 2011 (Browse shelf) 000423 Available SOBM 0000371

Includes bibliographical references and indexes.

Essentials of marketing management. Strategic planning and the marketing management process -- Marketing information, research, and understanding the target market. Marketing research : process and systems for decision making ; Consumer behavior ; Business, government, and institutional buying ; Market segmentation ; Product and brand strategy ; New product planning and development ; Integrated marketing communications ; Major Federal agencies involved in control of advertising ; Personal selling, relationship building, and sales management ; Distribution strategy Pricing strategy ; The marketing of services ; Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plans.

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