Preface to Marketing Management / Edition 12

Preface to Marketing Management / Edition 12

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by J. Paul Peter
     
 

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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

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

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
Appendix: Selected Consumer Behavior Data Sources
Chapter Four: Business, Government, and Institutional Buying
Chapter Five: Market Segmentation
Part C: The Marketing Mix
Chapter Six: Product Strategy
Chapter Seven: New Product Planning and Development
Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Appendix: Major Federal Agencies Involved in Control of Advertising
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
(and more...)

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