Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr.
Material type:
TextPublisher: Boston : McGraw-Hill/Irwin, c2007Edition: Eighth EditionDescription: xvii, 813 pages : illustrations ; 27 cmContent type: text Media type: unmediated Carrier type: volumeISBN: 0073137634 [paperback]; 9780073137636 [newsprint]Subject(s): Marketing -- Management | Marketing -- Management -- Case studiesDDC classification: Online resources: Table of contents only | Publisher description | Contributor biographical information | Item type | Current location | Call number | Status | Date due | Barcode |
|---|---|---|---|---|---|
Book
|
658.8 P44 2007 (Browse shelf) | Available | 3UCBL000002388 |
Includes bibliographical references (p. 789-795) and indexes.
Contents: 1 Strategic Planning and the Marketing Management Process -- 2 Marketing Research, and understanding the target -- 3 Consumer Behavior -- 4 Business, Government, and Institutional Buying -- 5 Market Segmentation -- 6 Product Strategy -- 7 New Product Planning and Development -- 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing -- 9 Personal Selling, Relationship Building and Sales Management -- 10 Distributing Strategy -- 11 Pricing Strategy -- 12 The Marketing in special fields -- 13 Global Marketing.
BSBA-Financial Management
English
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