Peter, J. Paul.
Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr. - Sixth edition - Boston, Mass. : Irwin/McGraw-Hill, c2001 - xx, 876 pages : illustrations, maps ; 26 cm.
Includes bibliographical references (page 851-858) and indexes.
Contents: Chapter 1 Strategic planning and the marketing management process -- Chapter 2 Marketing research: process and systems for decision making -- Chapter 3 Consumer behavior -- Chapter 4 Organizational buying -- Chapter 5 Market segmentation -- Chapter 6 Product strategy -- Chapter 7 New product planning and development -- Chapter 8 Integrated marketing communications: advertising and sales promotion -- Chapter 9 Personal selling -- Chapter 10 Distribution strategy -- Chapter 11 Pricing strategy -- Chapter 12 The marketing of services -- Chapter 13 Global marketing
English
0072315571 [newsprint]
00026735
Marketing--Management.
Marketing--Management--Case studies.
Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr. - Sixth edition - Boston, Mass. : Irwin/McGraw-Hill, c2001 - xx, 876 pages : illustrations, maps ; 26 cm.
Includes bibliographical references (page 851-858) and indexes.
Contents: Chapter 1 Strategic planning and the marketing management process -- Chapter 2 Marketing research: process and systems for decision making -- Chapter 3 Consumer behavior -- Chapter 4 Organizational buying -- Chapter 5 Market segmentation -- Chapter 6 Product strategy -- Chapter 7 New product planning and development -- Chapter 8 Integrated marketing communications: advertising and sales promotion -- Chapter 9 Personal selling -- Chapter 10 Distribution strategy -- Chapter 11 Pricing strategy -- Chapter 12 The marketing of services -- Chapter 13 Global marketing
English
0072315571 [newsprint]
00026735
Marketing--Management.
Marketing--Management--Case studies.