A preface to marketing management / J. Paul Peter, James H. Donnelly.

By:

Peter, J. Paul

Contributor(s):

Donnelly, James H

Publisher: New York : McGraw-Hill, c2013Edition: Thirteenth editionDescription: xv, 268 pages : illustrations ; 26 cmContent type:

text

Media type:

unmediated

Carrier type:

volume

ISBN:

9780071318020 [paperback]

Subject(s):

Marketing -- Management

DDC classification:

658.8 P44p 2013

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 and brand strategy -- Chapter seven New product planning and development -- Chapter eight Integrated marketing communications -- Chapter nine Personal selling, relationship building and sales management -- Chapter 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 P44p 2013 (Browse shelf(Opens below))	Available		UC12-000004841

Includes bibliographical references and index

English

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