A preface to marketing management/
Peter, J.Paul
A preface to marketing management/ by J. Paul Peter - Fifteenth Edition - New York: McGraw-Hill Education, c2019 - xiv, 270 pages: illustrations; 25 centimeters - c2019
Includes index
Part A Introduction 3 Chapter 1. Strategic Planning and the Marketing Management Process 4,-- Part B Marketing Information, Research, And Understanding the Target Market 29,-- Chapter 2. Marketing Research: Process and System for Decision Making 30,-- Chapter 3. Consumer Behavior 43,-- Chapter 4. Business, Government,and Institutional Buying 59,-- Chapter 5. Market Segmentation 71,-- Part C The Marketing Mix 85 , Chapter 6. Product and Brand Strategy 86,-- Chapter 7. New Product Planning Development 105,-- Chapter 8. Integrated Marketing Communications 120,-- Chapter 9. Personal Selling , Relationship Building, and Sales Management 140,-- Chapter 10. Distribution Strategy 157,-- Chapter 11. Pricing Strategy 174,-- Part D Marketing in Special Fields 187 , Chapter 12. The Marketing of Services 188,-- Chapter 13. Global Marketing 202.
978-1-260-28725-7
Marketing -- Management
BCir. 658.8 / P68a
A preface to marketing management/ by J. Paul Peter - Fifteenth Edition - New York: McGraw-Hill Education, c2019 - xiv, 270 pages: illustrations; 25 centimeters - c2019
Includes index
Part A Introduction 3 Chapter 1. Strategic Planning and the Marketing Management Process 4,-- Part B Marketing Information, Research, And Understanding the Target Market 29,-- Chapter 2. Marketing Research: Process and System for Decision Making 30,-- Chapter 3. Consumer Behavior 43,-- Chapter 4. Business, Government,and Institutional Buying 59,-- Chapter 5. Market Segmentation 71,-- Part C The Marketing Mix 85 , Chapter 6. Product and Brand Strategy 86,-- Chapter 7. New Product Planning Development 105,-- Chapter 8. Integrated Marketing Communications 120,-- Chapter 9. Personal Selling , Relationship Building, and Sales Management 140,-- Chapter 10. Distribution Strategy 157,-- Chapter 11. Pricing Strategy 174,-- Part D Marketing in Special Fields 187 , Chapter 12. The Marketing of Services 188,-- Chapter 13. Global Marketing 202.
978-1-260-28725-7
Marketing -- Management
BCir. 658.8 / P68a