TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - A preface to marketing management
SN  - 9781260151619 (alk. paper)
AV  - HF5415.13 .P388 2019
U1  - 658.8 P44 2019 23
PY  - 2019///
CY  - New York, NY, USA
PB  - McGraw-Hill Education
KW  - Marketing
KW  - Management
N1  - 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; CBA; Marketing Management
ER  -