A Peter, J. Paul. creator Donnelly, James H. text bibliography mau New York McGraw-Hill/Irwin 2019 2003 15th ed. monographic eng

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xiv, 270 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 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. J. Paul Peter and James H. Donnelly, Jr. Includes bibliographical references and indexes. Marketing Management HF5415.13.P38 658.8 9781260151619 1260151611 2002019869 DLC 020124 20230314162141.0 12654262