Peter, J. Paul. <br/><br/>
A preface to marketing management. / 
J. Paul Peter and James H. Donnelly, Jr. 
 - 15th ed. 
 - New York :  McGraw-Hill/Irwin,  2019. 
 - xiv, 270 p. :  ill. (some col.) ;  26 cm. 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>Contents: Essentials of marketing management : Introduction: Strategic planning and the marketing management process -- Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The Marketing of services -- International marketing -- Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan -- Secondary data sources. 
<br/><br/><label>ISBN: </label>9781260151619 1260151611 
<br/><br/><label>LCCN: </label>2002019869 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13.P38 
<br/><br/><label>Dewey Class. No.: </label>658.8