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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: TextTextPublisher: New York : McGraw-Hill/Irwin, 2019Edition: 15th edDescription: xiv, 270 p. : ill. (some col.) ; 26 cmISBN: 9781260151619; 1260151611Subject(s): Marketing -- ManagementDDC classification: 658.8 LOC classification: HF5415.13.P38
Contents:
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.
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Item type Current location Home library Call number Status Date due Barcode
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
HF5415.13.P38(15e) (Browse shelf) Available K/3273/0371/23
Books Books WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
General Stacks 		WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY
HF5415.13.P381(15e) (Browse shelf) Available K/3009/0107/23

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.

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