Marketing Management: Knowledge and Skills / Edition 6

Marketing Management: Knowledge and Skills / Edition 6

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McGraw-Hill Companies, The

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Marketing Management: Knowledge and Skills / Edition 6

Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Product Details

ISBN-13: 9780072315578
Publisher: McGraw-Hill Companies, The
Publication date: 06/30/2000
Edition description: Older Edition
Pages: 896
Product dimensions: 8.29(w) x 10.31(h) x 1.52(d)

Table of Contents

Section I Essentials of Marketing ManagementPart 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 Organizational 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 and Sales Promotion Chapter Nine Personal Selling 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 (and more...)

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