A preface to marketing management / J Paul Peter; James H Donnelly
Material type:
TextPublication details: [New York, NY] : McGraw Hill Education, 2015.Edition: Fourteenth editionDescription: xvii, 269 pages : 25 cmISBN: - 9781259251641
- HF5415.13 P388 2015
| Item type | Current library | Collection | Call number | Copy number | Status | Barcode | |
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Philippine Christian University Dasmarinas Circulation | Graduate School | HF5415.13 P388 2015 (Browse shelf(Opens below)) | 1 | Available | DGS02251 |
"This international student edition is for use outside the U.S." -- Cover
SECTION I - ESSENTIALS OF MARKETINGPart A - Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B - Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C - The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D - Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV - DEVELOPING MARKETING PLANSChapter 18: Managing PerformanceChapter 19: Professional Performance and Sustaining DisciplineChapter 20: The Road Ahead: Challenge and Charge
Offers a presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure understanding. This book serves as an overview for critical issues in marketing management.
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