Preface to Marketing Management / Edition 12

Preface to Marketing Management / Edition 12

1.0 1
by J. Paul Peter
     
 

ISBN-10: 0071221115

ISBN-13: 9780071221115

Pub. Date: 01/28/2011

Publisher: McGraw-Hill Higher Education

Preface to Marketing Management,9/e,by Peter and Donnelly,is praised in the market for its organization,format,clarity,brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief,inexpensive,paperback format makes it a perfect fit for instructors who assign cases,readings,simulations or offer modules on marketing…  See more details below

Overview

Preface to Marketing Management,9/e,by Peter and Donnelly,is praised in the market for its organization,format,clarity,brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief,inexpensive,paperback format makes it a perfect fit for instructors who assign cases,readings,simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

Product Details

ISBN-13:
9780071221115
Publisher:
McGraw-Hill Higher Education
Publication date:
01/28/2011
Pages:
258
Product dimensions:
8.00(w) x 9.90(h) x 0.50(d)

Related Subjects

Table of Contents

Sect. IEssentials of marketing management1
Ch. 1Strategic planning and the marketing management process2
Ch. 2Marketing research : process and systems for decision making26
Ch. 3Consumer behavior38
Ch. 4Business, government, and institutional buying52
Ch. 5Market segmentation63
Ch. 6Product strategy78
Ch. 7New product planning and development94
Ch. 8Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing108
Ch. 9Personal selling, relationship building, and sales management128
Ch. 10Distribution strategy144
Ch. 11Pricing strategy161
Ch. 12The marketing of services172
Ch. 13Global marketing187
Sect. IIAnalyzing marketing problems and cases203
Sect. IIIFinancial analysis for marketing decisions217
Sect. IVDeveloping marketing plans227

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A Preface to Marketing Management 1 out of 5 based on 0 ratings. 1 reviews.
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