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A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr.

By: Peter, J. PaulContributor(s): Donnelly, James HMaterial type: TextTextSeries: The Irwin/McGraw-Hill series in marketingPublisher: Boston : McGraw-Hill/Irwin, c2003Edition: 9th edDescription: xiv, 280 p. : ill. (some col.) ; 26 cmISBN: 0072466588 (pbk. : alk. paper); 0071198717 (International : alk. paper)Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13.P388
Contents:
Contents: Essentials of marketing management : Introduction: 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 -- The Marketing mix: Product strategy -- New product planning and development -- Integrated marketing communications: advertising, sales promotion, public relations, and direct marketing - Personal selling, relationship building and sales management -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The marketing of services -- Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan.
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Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.P388 (Browse shelf) 1 Available 2777/12
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.P3881 (Browse shelf) 2 Available 2778/12
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA - MAIN LIBRARY
HF5415.13.P3882 (Browse shelf) 3 Available 2779/12

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 research: process and systems for decision making -- Consumer behavior -- Business, government, and institutional buying -- Market segmentation -- The Marketing mix: Product strategy -- New product planning and development -- Integrated marketing communications: advertising, sales promotion, public relations, and direct marketing - Personal selling, relationship building and sales management -- Distribution strategy -- Pricing strategy -- Marketing in special fields: The marketing of services -- Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Developing marketing plan.

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