Peter, J Paul
A preface to marketing management / J Paul Peter; James H Donnelly - Fifteenth edition, International edition - New York, N. Y. : McGraw-Hill, 2019. - xi, 269 pages : illustrations ; 28 cm.
"This international student edition is for use outside the U.S." -- Cover
SECTION I --
ESSENTIALS OF MARKETINGPart A --
Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B --
Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C --
The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D --
Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II --
ANALYZING MARKETING PROBLEMS AND CASESSECTION III --
FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV --
DEVELOPING MARKETING PLANS
9781260287257 1260287254
Marketing--Management.
HF5415.13 / P44 2019
A preface to marketing management / J Paul Peter; James H Donnelly - Fifteenth edition, International edition - New York, N. Y. : McGraw-Hill, 2019. - xi, 269 pages : illustrations ; 28 cm.
"This international student edition is for use outside the U.S." -- Cover
SECTION I --
ESSENTIALS OF MARKETINGPart A --
Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B --
Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C --
The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D --
Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II --
ANALYZING MARKETING PROBLEMS AND CASESSECTION III --
FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV --
DEVELOPING MARKETING PLANS
9781260287257 1260287254
Marketing--Management.
HF5415.13 / P44 2019
