Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr.

By:

Peter, J. Paul

Contributor(s):

Donnelly, James H

Series: McGraw-Hill/Irwin series in marketingPublisher: Boston, Massachusetts : McGraw-Hill, c2004Edition: Seventh editionDescription: xix, 876 pages : illustrations (some color), maps ; 26 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

0072552174 [paperback]

Subject(s):

DDC classification:

658.8 P44m 2004

Online resources:

Contents:

Chapter one Strategic planning and the marketing management process -- Chapter two Marketing research: process and systems for decision making -- Chapter three Consumer behavior -- Chapter four Business, government, and institutional buying -- Chapter five Market segmentation -- Chapter six Product strategy -- Chapter seven New product planning and development -- Chapter eight Integrated marketing communications: advertising, sales promotion, public relations, and direct marketing -- Chapter nine Personal selling, relationship building and sales management -- Chapter ten Distribution strategy -- Chapter eleven Pricing strategy -- Chapter twelve The marketing of services -- Chapter thirteen Global marketing

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Holdings
Item type	Current library	Call number	Status	Date due	Barcode
Reference	Graduate School Library Annex	658.8 P44m 2004 (Browse shelf(Opens below))	Available		UC12-000005041

Includes bibliographical references (pages 853-860) and index.

English

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