A preface to marketing management /
Peter, J. Paul.
A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr. - 12th ed. - New York : McGraw-Hill/Irwin, 2011. - xiv, 258 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
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.
9780071221115
Marketing--Management.
A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr. - 12th ed. - New York : McGraw-Hill/Irwin, 2011. - xiv, 258 p. : ill. ; 26 cm.
Includes bibliographical references and indexes.
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.
9780071221115
Marketing--Management.