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A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.

By: Contributor(s): Material type: TextTextPublisher: New York : McGraw-Hill/Irwin, 2011Edition: Twelfth editionDescription: xiv, 258 pages : illustrations ; 26 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 0073529966
  • 9780073529967
  • 0071221115
  • 9780071221115
Subject(s): DDC classification:
  • 658.8 22
LOC classification:
  • HF5415.13 .P388 2011
Contents:
Sect. I. Essentials of marketing management -- Ch. 1. Strategic planning and the marketing management process -- Ch. 2. Marketing research : process and systems for decision making -- Ch. 3. Consumer behavior -- Ch. 4. Business, government, and institutional buying -- Ch. 5. Market segmentation -- Ch. 6. Product strategy -- Ch. 7. New product planning and development -- Ch. 8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing -- Ch. 9. Personal selling, relationship building, and sales management -- Ch. 10. Distribution strategy -- Ch. 11. Pricing strategy -- Ch. 12. The marketing of services -- Ch. 13. Global marketing -- Sect. II. Analyzing marketing problems and cases -- Sect. III. Financial analysis for marketing decisions -- Sect. IV. Developing marketing plans.
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Holdings
Item type Current library Call number Copy number Status Date due Barcode
Book South Campus South Campus Main Collection 658.8 PET (Browse shelf(Opens below)) 1 Available A473998B

Includes bibliographical references and index.

Sect. I. Essentials of marketing management -- Ch. 1. Strategic planning and the marketing management process -- Ch. 2. Marketing research : process and systems for decision making -- Ch. 3. Consumer behavior -- Ch. 4. Business, government, and institutional buying -- Ch. 5. Market segmentation -- Ch. 6. Product strategy -- Ch. 7. New product planning and development -- Ch. 8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing -- Ch. 9. Personal selling, relationship building, and sales management -- Ch. 10. Distribution strategy -- Ch. 11. Pricing strategy -- Ch. 12. The marketing of services -- Ch. 13. Global marketing -- Sect. II. Analyzing marketing problems and cases -- Sect. III. Financial analysis for marketing decisions -- Sect. IV. Developing marketing plans.

Machine converted from AACR2 source record.

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