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A preface to marketing management

Author: J Paul Peter; James H Donnelly
Publisher: New York : McGraw-Hill/Irwin, 2011.
Edition/Format:   Print book : English : Twelfth edView all editions and formats
Summary:

Presents an overview for critical issues in marketing management. This title is intended for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA  Read more...

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Document Type: Book
All Authors / Contributors: J Paul Peter; James H Donnelly
ISBN: 9780073529967 0073529966 9780071221115 0071221115
OCLC Number: 436028033
Description: xiv, 258 pages : illustrations ; 26 cm
Contents: 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.
Responsibility: J. Paul Peter, James H. Donnelly, Jr.

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