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Marketing management : Knowledge and skills

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00000010666HF5415.13 .P47 2007 (Library Reserved)Available - Ada
00000010667HF5415.13 .P47 2007 (Library Reserved)Available - Ada

Publisher :McGraw-Hill/Irwin , 2007

Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Table of Contents :

Section I Essentials of Marketing Management

Part A Introduction

Chapter One Strategic Planning and the Marketing Management Process

Part B Marketing Information, Research, and Understanding the Target Market

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

Part C The Marketing Mix

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

Part D Marketing in Special Fields

Chapter Twelve The Marketing of Services

Chapter Thirteen Global Marketing

Section II Analyzing Marketing Problems and Cases

Section III Financial Analysis for Marketing Decisions

Section IV Internet Exercises and Sources of Marketing Information

Part A Internet Exercises

Part B Annotated Bibliography of Major Online Databases Used in Marketing

Section V Marketing Management Cases

Case Group A Market Opportunity Analysis

Case Group B Product Strategy

Case Group C Promotion Strategy

Case Group D Distribution Strategy

Case Group E Pricing Strategy

Case Group F Social and Ethical Issues in Marketing Management

Section VI Strategic Marketing Cases

Section VII Developing Marketing Plans

Series Title
Call Number
HF5415.13 .P47 2007
Publisher Place Boston
xvii, 813p.:col.ill.; 26cm.

No other version available



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