A Peter, J. Paul. creator Donnelly, James H. text bibliography mau Boston McGraw-Hill/Irwin c2003 2003 9th ed. monographic eng

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xiv, 280 p. : ill. (some col.) ; 26 cm. Contents: 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. J. Paul Peter and James H. Donnelly, Jr. Includes bibliographical references and indexes. Marketing Management HF5415.13.P388 658.8 0072466588 (pbk. : alk. paper) 0071198717 (International : alk. paper) 2002019869 DLC 020124 20210414113956.0 12654262