A preface to marketing management. /
Peter, J. Paul.
A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr. - 7th ed. - Boston : McGraw-Hill/Irwin, c1997. - xi, 368 p. : ill. (some col.) ; 26 cm. - The Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: Essentials of marketing management : Introduction: Strategic planning and the marketing management process -- Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The Marketing of services -- International marketing -- Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan -- Secondary data sources.
0256202818
2002019869
Marketing--Management.
HF5415.13.P388
658.8
A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr. - 7th ed. - Boston : McGraw-Hill/Irwin, c1997. - xi, 368 p. : ill. (some col.) ; 26 cm. - The Irwin/McGraw-Hill series in marketing .
Includes bibliographical references and indexes.
Contents: Essentials of marketing management : Introduction: Strategic planning and the marketing management process -- Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The Marketing of services -- International marketing -- Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan -- Secondary data sources.
0256202818
2002019869
Marketing--Management.
HF5415.13.P388
658.8