01679cam a22002654a 45000010009000000050017000090080041000260100017000670200035000840200044001190400018001630420008001810500019001890820014002081000020002222450083002422500012003252600041003373000046003784400046004245040053004705050840005236500027013637000023013901265426220210414113956.0020124s2003    maua     b    001 0 eng    a  2002019869  a0072466588 (pbk. : alk. paper)  a0071198717 (International : alk. paper)  aDLCcDLCdDLC  apcc00aHF5415.13.P38800a658.82211 aPeter, J. Paul.12aA preface to marketing management. /cJ. Paul Peter and James H. Donnelly, Jr.  a9th ed.  aBoston :bMcGraw-Hill/Irwin,cc2003.  axiv, 280 p. :bill. (some col.) ;c26 cm. 4aThe Irwin/McGraw-Hill series in marketing  aIncludes bibliographical references and indexes.  aContents: Essentials of marketing management : Introduction: 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 -- The Marketing mix: Product strategy -- New product planning and development -- Integrated marketing communications: advertising, sales promotion, public relations, and direct marketing - Personal selling, relationship building and sales management -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The marketing of services -- Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan. 0aMarketingxManagement.1 aDonnelly, James H.