Peter, J. Paul, <br/><br/>
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. 
 - Fifteenth edition, International edition 
 - xiv, 270 pages :  illustrations ;  26 cm 
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>SECTION I --<br/>ESSENTIALS OF MARKETING Part A -- <br/>Introduction Chapter 1: Strategic Planning and the Marketing Management Process Part B --<br/>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 --<br/>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 --<br/>Marketing in Special Fields Chapter 12: The Marketing of Services Chapter 13: Global Marketing SECTION II --<br/>ANALYZING MARKETING PROBLEMS AND CASES SECTION III --<br/>FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV --<br/>DEVELOPING MARKETING PLANS 
<br/><br/> College of Business and Accountancy  Marketing Management 
<br/><br/><br/>Text in English 
<br/><br/><label>ISBN: </label>9781260151619 (alk. paper) 9781260287257 (pbk) 
<br/><br/><label>LCCN: </label>2017034403 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13  / .P388 2019 
<br/><br/><label>Dewey Class. No.: </label>658.8 P44 2019