A preface to marketing management. / J. Paul Peter and James H. Donnelly, Jr.
Material type: TextPublisher: 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.P38Item type | Current location | Home library | Call number | Status | Date due | Barcode |
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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 | 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 |
Browsing WISCONSIN INTERNATIONAL UNIVERSITY COLLEGE, GHANA KUMASI LIBRARY shelves, Shelving location: General Stacks Close shelf browser
HD30.3.O35(3e) Strategic communication in business and the professions. / | P90.B34(2e) Discovering mass communication. / | HD30.3.L86(4e) Communicating in groups and teams : sharing leadership. / | HF5415.13.P38(15e) A preface to marketing management. / | P90.W84(8e) Communication in our lives. / | HF5823.B38(12e) Advertising and promotion : an integrated marketing communications perspective. / | HF5415.13.M361(3e) Marketing management. / |
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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