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

By: Peter, J. Paul [author]Contributor(s): Donnelly, James H [author]Material type: TextTextPublisher: New York, NY : McGraw-Hill Irwin, 2011Edition: Twelfth editionDescription: xiv, 258 pages : 25 cmISBN: 9780071221115Subject(s): Marketing ManagementLOC classification: HF5415.13 | P388 2011
Contents:
SECTION I - ESSENTIALS OF MARKETING MANAGEMENTPART A: INTRODUCTION Chapter 1 Strategic Planning and the Marketing Management ProcessPART B: MARKETING INFORMATION, RESEARCH,AND UNDERSTANDING THE TARGET MARKET Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government, and Institutional Buying Chapter 5 Market Segmentation PART C: THE MARKETING MIX Chapter 6 Product and Brand Strategy Chapter 7 New Product Planning and Development Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter 9 Personal Selling, Relationship Building , and Sales Management Chapter 10 Distribution Strategy Chapter 11 Pricing Strategy PART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global MarketingSECTION II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV - DEVELOPING MARKETING PLANS
Summary: Presents an overview for critical issues in marketing management. This title is intended for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. It is also suitable in courses that implement a cross-functional curriculum where the students are required to purchase several texts.
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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 P388 2011 (Browse shelf) 1 Available DGS01876

SECTION I - ESSENTIALS OF MARKETING MANAGEMENTPART A: INTRODUCTION Chapter 1 Strategic Planning and the Marketing Management ProcessPART B: MARKETING INFORMATION, RESEARCH,AND UNDERSTANDING THE TARGET MARKET Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government, and Institutional Buying Chapter 5 Market Segmentation PART C: THE MARKETING MIX Chapter 6 Product and Brand Strategy Chapter 7 New Product Planning and Development Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter 9 Personal Selling, Relationship Building , and Sales Management Chapter 10 Distribution Strategy Chapter 11 Pricing Strategy PART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global MarketingSECTION II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV - DEVELOPING MARKETING PLANS

Presents an overview for critical issues in marketing management. This title is intended for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. It is also suitable in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

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