A preface to marketing management
By: J. Paul Peter, James H. Donnelly, Jr
Contributors: Donnelly, James H.
Edition: Twelfth ed.
Publisher: McGraw-Hill/Irwin
Published: 2011
Place of publication: New York
Language: eng
Number of pages: 258
ISBN-13: 9780073529967; 9780071221115
Notes: Includes bibliographical references and indexes.
Table of contents: title: Essentials of marketing management. Strategic planning and the marketing management process; title: 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; title: Analyzing marketing problems and cases; title: Financial analysis for marketing decisions; title: Developing marketing plans.