000			02510cam a2200397 i 4500
999			_c35328 _d35328
001			19986989
003			OSt
005			20210719105112.0
007			ta
008			170911s2019 nyu b 001 0 eng
010			_a 2017034403
020			_a9781260151619 (alk. paper)
020			_a9781260287257 (pbk)
040			_aDLC _beng _cHNU _erda _dDLC
042			_apcc
050	0	0	_aHF5415.13 _b.P388 2019
082	0	0	_a658.8 P44 2019 _223 _3GC
100	1		_aPeter, J. Paul, _eauthor.
245	1	2	_aA preface to marketing management / _cJ. Paul Peter, University of Wisconsin-Madison, James H. Donnelly, Jr., Gatton College of Business and Economics, University of Kentucky.
250			_aFifteenth edition, International edition
264		1	_aNew York, NY, USA : _bMcGraw-Hill Education, _c©2019.
300			_axiv, 270 pages : _c26 cm _billustrations ;
336			_atext _btxt _2rdacontent
337			_aunmediated _bn _2rdamedia
338			_avolume _bnc _2rdacarrier
504			_aIncludes bibliographical references and indexes.
505			_aSECTION 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
521			_aCBA _bMarketing Management
546			_aText in English
650		0	_aMarketing _xManagement.
700	1		_aDonnelly, James H., _eauthor.
906			_a7 _bcbc _corignew _d1 _eecip _f20 _gy-gencatlg
942			_2ddc _cBK _h600-699