A preface to marketing management

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Bibliographic Details
Main Authors Peter, J. Paul (Author), Donnelly, James H. (Author)
Format Book
LanguageEnglish
Published New York : McGraw-Hill/Irwin, 2011
Edition12th ed.
Subjects
marketingový management
marketing management
učebnice vysokých škol
textbooks (higher)
ISBN9780073529967 0-07-352996-6
Physical Descriptionxiv, 258 s. : il. ; 26 cm

Cover

Table of Contents:
  • Essentials of marketing management. Strategic planning and the marketing management process
  • Marketing information, research, and understanding the target market. Marketing research : process and systems for decision making ; Consumer behavior ; Business, government, and institutional buying ; Market segmentation ; Product and brand strategy ; New product planning and development ; Integrated marketing communications ; Major Federal agencies involved in control of advertising ; Personal selling, relationship building, and sales management ; Distribution strategy Pricing strategy ; The marketing of services ; Global marketing
  • Analyzing marketing problems and cases
  • Financial analysis for marketing decisions
  • Developing marketing plans

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