TY  - BOOK
AU  - Peter,J.Paul
AU  - Donnelly,James H.
TI  - Marketing management: knowledge and skills 
SN  - 0071280766
U1  - 658.8 21
PY  - 2009///
CY  - Boston
PB  - McGraw-hill
KW  - Marketing
KW  - Management
KW  - Case studies
N1  - Includes indexes; "Secondary data sources"; SECTION I Essentials of Marketing Management Part A Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C The Marketing Mix Chapter Six: Product and Brand Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven: Pricing Strategy Part D Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing SECTION II Analyzing Marketing Problems and Cases SECTION III Financial Analysis for Marketing Decisions SECTION IV Internet Exercises and Sources of Marketing Information Part A Internet Exercises Part B Internet Sources of Marketing Information SECTION V Marketing Management Cases Case Group A Market Opportunity Analysis Case Group B Product Strategy Case Group C Promotion Strategy Case Group D Distribution Strategy Case Group E Pricing Strategy Case Group F Social and Ethical Issues in Marketing Management SECTION VI Strategic Marketing Cases SECTION VII Developing Marketing Plans

N2  - Helps to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies.


ER  -