TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - Marketing management: knowledge and skills.
SN  - 9780077861056
AV  - HF5415.13.P38 
U1  - 658.8 21
PY  - 2013///
CY  - New York
PB  - Irwin/McGraw-Hill
KW  - Marketing
KW  - Management
N1  - 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 --
ER  -