Marketing management: knowledge and skills. / J. Paul Peter and James H. Donnelly, Jr.

By:

Peter, J. Paul

Contributor(s):

Donnelly, James H

Material type:

TextSeries: The Irwin/McGraw-Hill series in marketingPublication details: Boston: Irwin/McGraw-Hill, 1998.Edition: 5th edDescription: xv, 944 p. : ill. (some col.)ISBN:

0256226334
0071154604

Subject(s):

Marketing -- Management

DDC classification:

658.8 21

LOC classification:

HF5415.13.P38

Contents:

Contents: Essentials of marketing management : A. Introduction: Strategic planning and the marketing management process -- B. Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- C. The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- D. Marketing in special fields: The Marketing of services -- Global marketing -- E. Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Marketing management cases: Case group A: Marketing opportunity analysis -- Case group B: Product strategy -- Case group C: Promotion strategy -- Case group D: Distribution strategy -- Case group E: Pricing strategy -- Case group F: Selected issues in marketing management -- Developing marketing plans -- Secondary data sources --

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Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Books	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY General Stacks	WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY			HF5415.13.P38 (Browse shelf(Opens below))					Available			K/994/994/19

Includes bibliographical references and indexes.

Contents: Essentials of marketing management : A. Introduction: Strategic planning and the marketing management process --
B. Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- C. The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- D. Marketing in special fields: The Marketing of services -- Global marketing --
E. Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Marketing management cases: Case group A: Marketing opportunity analysis -- Case group B: Product strategy -- Case group C: Promotion strategy -- Case group D: Distribution strategy -- Case group E: Pricing strategy -- Case group F: Selected issues in marketing management -- Developing marketing plans -- Secondary data sources --

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Marketing management: knowledge and skills. / J. Paul Peter and James H. Donnelly, Jr.

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