Ma Peter, J. Paul. creator Donnelly, James H. text bibliography mau New York Irwin/McGraw-Hill 2013 2003 11th ed. monographic eng

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xv,ii 996 p. : ill. (some col.) ; 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 -- J. Paul Peter and James H. Donnelly, Jr. Includes bibliographical references and indexes. Marketing Management HF5415.13.P38 658.8 9780077861056 0077861051 2002019869 DLC 020124 20230313162311.0 12654262