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A preface to marketing management / J Paul Peter; James H Donnelly

By: Peter, J PaulContributor(s): Peter, J Paul | Donnelly, James HMaterial type: TextTextPublisher: New York, N. Y. : McGraw-Hill, 2019Edition: Fifteenth edition, International editionDescription: xi, 269 pages : illustrations ; 28 cmISBN: 9781260287257; 1260287254Subject(s): Marketing -- ManagementLOC classification: HF5415.13 | P44 2019
Contents:
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
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Item type Current location Collection Call number Copy number Status Date due Barcode
Books Books Philippine Christian University Dasmarinas
Circulation 		Graduate School HF5415.13 P44 2019 (Browse shelf) 1 Available DGS02395

"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

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