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Marketing management : knowledge and skills

Author: J Paul Peter; James H Donnelly
Publisher: Boston : McGraw-Hill/Irwin, ©2007.
Edition/Format:   Print book : English : 8th edView all editions and formats
Database:WorldCat
Summary:
"Marketing Management," serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and  Read more...
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Genre/Form: Case studies
Additional Physical Format: Online version:
Peter, J. Paul.
Marketing management.
Boston : McGraw-Hill/Irwin, ©2007
(OCoLC)691053952
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: J Paul Peter; James H Donnelly
ISBN: 0073137634 9780073137636 0071107223 9780071107228
OCLC Number: 62325113
Description: xvii, 813 pages : illustrations ; 27 cm
Contents: Sect. 1. Essentials of marketing management --
pt. A. Introduction --
1. Strategic planning and the marketing management process --
pt. B. Marketing information, research, and understanding the target market --
2. Marketing research : process and systems for decision making --
3. Consumer behavior --
4. Business, government, and institutional buying --
5. Market segmentation --
pt. C. The marketing MIX --
6. Product strategy --
7. New product planning and development --
8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing --
9. Personal selling, relationship building, and sales management --
10. Distribution strategy --
11. Pricing strategy --
pt. D. Marketing in special fields --
12. The marketing of services --
13. Global marketing --
Sect. 2. Analyzing marketing problems and cases --
Sect. 3. Financial analysis for marketing decisions --
Sect. 4. Internet exercises and sources of marketing information --
pt. A. Internet exercises / Charles Heath --
pt. B. Internet sources of marketing information / Charles Heath --
Sect. 5. Marketing management cases --
Case Group A. Market opportunity analysis --
Case Group B. Product strategy --
Case Group C. Promotion strategy --
Case Group D. Distribution strategy --
Case Group E. Pricing strategy --
Case Group F. Social and ethical issues in marketing management --
Sect. 6. Strategic marketing cases --
Sect. 7. Developing marketing plans.
Responsibility: J. Paul Peter, James H. Donnelly, Jr.
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Abstract:

Serves as an overview for critical issues in marketing management. This text includes chapters that analyze the marketing process and gives students the foundation needed for success in marketing  Read more...

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