Image from Google Jackets

A preface to marketing management / J. Paul Peter, University of Wisconsin-Madison, James H. Donnelly, Jr., Gatton College of Business and Economics, University of Kentucky.

By: Contributor(s): Publisher: New York, NY, USA : McGraw-Hill Education, ©2019Edition: Fifteenth edition, International editionDescription: xiv, 270 pages : 26 cm illustrationsContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9781260151619 (alk. paper)
  • 9781260287257 (pbk)
Subject(s): DDC classification:
  • 658.8 P44 2019 23
LOC classification:
  • HF5415.13 .P388 2019
Contents:
SECTION I -- ESSENTIALS OF MARKETING Part A -- Introduction Chapter 1: Strategic Planning and the Marketing Management Process Part B -- Marketing Information, Research, and Understanding Chapter 2: Marketing Research: Process and Systems for Decision Making Chapter 3: Consumer Behavior Chapter 4: Business, Government, and Institutional Buying Chapter 5: Market Segmentation Part C -- The Marketing Mix Chapter 6: Product and Brand Strategy Chapter 7: New Product Planning and Development Chapter 8: Integrated Marketing Communications Chapter 9: Personal Selling, Relationship Building, and Sales Management Chapter 10: Distribution Strategy Chapter 11: Pricing Strategy Part D -- Marketing in Special Fields Chapter 12: The Marketing of Services Chapter 13: Global Marketing SECTION II -- ANALYZING MARKETING PROBLEMS AND CASES SECTION III -- FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV -- DEVELOPING MARKETING PLANS
Holdings
Item type Current library Collection Call number Status Barcode
Books Books College Library General Circulation Section GC GC 658.8 P44 2019 (Browse shelf(Opens below)) Available HNU000341

Includes bibliographical references and indexes.

SECTION I --
ESSENTIALS OF MARKETING Part A --
Introduction Chapter 1: Strategic Planning and the Marketing Management Process Part B --
Marketing Information, Research, and Understanding Chapter 2: Marketing Research: Process and Systems for Decision Making Chapter 3: Consumer Behavior Chapter 4: Business, Government, and Institutional Buying Chapter 5: Market Segmentation Part C --
The Marketing Mix Chapter 6: Product and Brand Strategy Chapter 7: New Product Planning and Development Chapter 8: Integrated Marketing Communications Chapter 9: Personal Selling, Relationship Building, and Sales Management Chapter 10: Distribution Strategy Chapter 11: Pricing Strategy Part D --
Marketing in Special Fields Chapter 12: The Marketing of Services Chapter 13: Global Marketing SECTION II --
ANALYZING MARKETING PROBLEMS AND CASES SECTION III --
FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV --
DEVELOPING MARKETING PLANS

College of Business and Accountancy Marketing Management

Text in English

There are no comments on this title.

to post a comment.
Previous
Back to results
Next
Close