Peter, J. Paul. <br/><br/>
A preface to marketing management. / 
J. Paul Peter and James H. Donnelly, Jr. 
 - 9th ed. 
 - Boston :  McGraw-Hill/Irwin,  c2003. 
 - xiv, 280 p. :  ill. (some col.) ;  26 cm. 
 - The Irwin/McGraw-Hill series in marketing .
<br/><br/>Includes bibliographical references and indexes. 
<br/><br/>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. 
<br/><br/><label>ISBN: </label>0072466588 (pbk. : alk. paper) 0071198717 (International : alk. paper) 
<br/><br/><label>LCCN: </label>2002019869 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Marketing--Management.
<br/><br/><label>LC Class. No.: </label>HF5415.13.P388 
<br/><br/><label>Dewey Class. No.: </label>658.8