Peter, J. Paul.
A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr. - 15th ed. - New York : McGraw-Hill/Irwin, 2019. - xiv, 270 p. : ill. (some col.) ; 26 cm.
Includes bibliographical references and indexes.
Contents: Essentials of marketing management : Introduction: Strategic planning and the marketing management process -- Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The Marketing of services -- International marketing -- Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan -- Secondary data sources.
9781260151619 1260151611
2002019869
Marketing--Management.
HF5415.13.P38
658.8
A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr. - 15th ed. - New York : McGraw-Hill/Irwin, 2019. - xiv, 270 p. : ill. (some col.) ; 26 cm.
Includes bibliographical references and indexes.
Contents: Essentials of marketing management : Introduction: Strategic planning and the marketing management process -- Marketing, information, research, and understanding the target market: Marketing decision support systems and marketing research -- Consumer behavior -- Organizational buyer behavior -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Promotion strategy: advertising and sales promotion -- Promotion strategy: personal selling -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The Marketing of services -- International marketing -- Marketing response to a changing society -- Marketing management: social and ethical dimensions -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan -- Secondary data sources.
9781260151619 1260151611
2002019869
Marketing--Management.
HF5415.13.P38
658.8