TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - A preface to marketing management.
SN  - 9781260151619
AV  - HF5415.13.P38 
U1  - 658.8 21
PY  - 2019///
CY  - New York
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 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
ER  -