A preface to marketing management
Title:
A preface to marketing management
Author:
Peter, J. Paul.
ISBN:
9780256202816
Personal Author:
Edition:
7th ed.
Publication Information:
Burr Ridge, Ill. : Irwin, ©1997.
Physical Description:
xi, 368 pages : illustrations ; 24 cm.
Series:
The Irwin series in marketing
Irwin series in marketing.
Contents:
Section I. Essentials of Marketing Management -- Pt. A. Introduction -- 1. Strategic planning and the marketing management process -- -- Pt. B. Marketing information, research, and understanding the target market -- 2. Marketing decision support systems and marketing research -- 3. Consumer behavior -- 4. Organizational buyer behavior -- 5. Market segmentation -- -- Pt. C. The marketing mix -- 6. Product strategy -- 7. New product planning and development -- 8. Promotion strategy : advertising and sales promotion -- 9. Promotion strategy : personal selling -- 10. Distribution strategy -- 11. Pricing strategy -- -- Pt. D. Marketing in special fields -- 12. The marketing of services -- 13. International marketing -- -- Pt. E. Marketing response to a changing society -- 14. Marketing management : social and ethical dimensions -- -- Section II. Analyzing Marketing Problems and Cases -- Section III. Financial Analysis for Marketing Decisions -- Section IV. Developing Marketing Plans -- Section V. Secondary Data Sources
Abstract:
Provides an overview of the critical aspects of marketing management. Can be used as a supplement in undergraduate and MBA level marketing management courses as well as continuing courses, executive development programs and continuing education seminars.
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