TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - A preface to marketing management.
SN  - 0072466588 (pbk. : alk. paper)
AV  - HF5415.13.P388 
U1  - 658.8 21
PY  - 2003///
CY  - Boston
PB  - McGraw-Hill/Irwin
KW  - Marketing
KW  - Management
N1  - 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
ER  -