A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr.
Material type:
TextSeries: The Irwin/McGraw-Hill series in marketingPublication details: Boston : McGraw-Hill/Irwin, c1997.Edition: 7th edDescription: xi, 368 p. : ill. (some col.) ; 26 cmISBN: - 0256202818
- 658.8 21
- HF5415.13.P388
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WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY Reference | WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY | HF5415.13.P44 (Browse shelf(Opens below)) | Available | 6352/12 |
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.
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