01970cam a22002774a 450000100090000000300040000900500170001300800410003001000170007102000150008802000150010304000180011804200080013605000180014408200140016210000200017624500920019625000120028826000390030030000370033944000460037650400530042250511670047565000270164270000230166912654262OSt20210924134445.0020124s2003    maua     b    001 0 eng    a  2002019869  a0256226334  a0071154604  aDLCcDLCdDLC  apcc00aHF5415.13.P3800a658.82211 aPeter, J. Paul.12aMarketing management: knowledge and skills. /cJ. Paul Peter and James H. Donnelly, Jr.  a5th ed.  aBoston:bIrwin/McGraw-Hill,c1998.  axv, 944 p. :bill. (some col.) ; 4aThe Irwin/McGraw-Hill series in marketing  aIncludes bibliographical references and indexes.  aContents: 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 --  0aMarketingxManagement.1 aDonnelly, James H.