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

By: Contributor(s): Publisher: Boston : McGraw-Hill/Irwin, c2007Edition: Eight editionDescription: xvii, 813 pages : illustrations ; 27 cmContent type:
  • text
Media type:
  • unmediated
Carrier type:
  • volume
ISBN:
  • 9780073137636 [hardbound]
Subject(s): DDC classification:
  • 658.8 P44m 2007
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 Marketing 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 Reference College Library Business Administration and Accountancy 658.8 P44m 2007 (Browse shelf(Opens below)) Available 92426
Reference Reference Graduate School Library Annex 658.8 P44m 2007 (Browse shelf(Opens below)) Available UC12-000004849

Includes bibliographical references (pages 789-795) and indexes.

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 Marketing 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

English

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