Title:
Marketing management : knowledge and skills
Author:
Peter, J. Paul.
ISBN:
9780072315578
Personal Author:
Edition:
6th ed.
Publication Information:
Boston, Mass. : Irwin/McGraw-Hill, ©2001.
Physical Description:
xx, 876 pages : illustrations (some color), maps ; 26 cm
Contents:
Essentials of Marketing Management. Introduction. Strategic Planning and the Marketing Management Process. Marketing Information, Research, and Understanding the Target Market. Marketing Research: Process and Systems for Decision Making. Consumer Behavior. Organizational Buying. Market Segmentation. The Marketing Mix. Product Strategy. New Product Planning and Development. Integrated Marketing Communications: Advertising and Sales Promotion. Personal Selling. Distribution Strategy. Pricing Strategy. Marketing in Special Fields. The Marketing of Services. Global Marketing.
Added Author:
Electronic Access:
Table of contents http://catdir.loc.gov/catdir/toc/mh021/00026735.htmlPublisher description http://catdir.loc.gov/catdir/description/mh021/00026735.html