| 000 | 02670cam a2200313 i 4500 | ||
|---|---|---|---|
| 999 |
_c3028 _d3028 |
||
| 001 | 1444899 | ||
| 005 | 20210325094407.0 | ||
| 008 | 850814s2009 txua | b 001 0 eng d | ||
| 020 | _a0071280766 | ||
| 040 |
_aEG-NcFUE _cDLC _dDLC _bFUE _erda |
||
| 082 | 0 | 0 |
_a658.8 _221 _bP.J.M |
| 100 | 1 |
_aPeter, J. Paul. _912177 _eauthor |
|
| 245 | 1 | 0 |
_aMarketing management : _bknowledge and skills / _cJ. Paul Peter, James H. Donnelly, Jr. |
| 264 | 1 |
_aBoston : _bMcGraw-hill, _c2009. |
|
| 300 |
_axvii, 782 pages : _billustrations ; _c25 cm |
||
| 336 |
_2rdacontent _atext |
||
| 337 |
_2rdamedia _aunmediated |
||
| 338 |
_2rdacarrier _avolume |
||
| 500 | _aIncludes indexes. | ||
| 504 | _a"Secondary data sources" | ||
| 505 | 0 | _aSECTION 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 | |
| 520 | _aHelps to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. | ||
| 650 | 0 |
_aMarketing _xManagement. _912178 |
|
| 650 | 0 |
_aMarketing _xManagement _vCase studies. _912179 |
|
| 700 | 1 |
_aDonnelly, James H. _92089 _ejoint author |
|
| 906 |
_a7 _bcbc _corignew _d3 _eopcn _f19 _gy-gencatlg |
||
| 942 |
_2ddc _cBK |
||