A Preface to Marketing Management
Published in October 1996
Book
Paperback/Softback
365 pages
978-0-07-114638-8 (ISBN)
Description
This text is intended to serve as an overview/framework of critical issues of marketing management. It aims to reinforce the cross-functional nature of marketing and includes material on relationship marketing as well as creativity, vision, values and strategic partnerships.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
index
Dimensions
Height: 230 mm
Weight
545 gr
ISBN-13
978-0-07-114638-8 (9780071146388)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
J. Paul Peter | James H. Donnelly | James Donnelly Jr
Preface to Marketing Management
Book
12/1999
McGraw-Hill Education (ISE Editions)
€47.03
Shipment within 15-20 days
Persons
Content
Section I Essentials of marketing management: Part A Introduction to strategic planning and the marketing management process. Part B Marketing information, research and understanding the target market: marketing decision support system and marketing research; consumer behaviour; organizational buyer behaviour; market segmentation. Part C The marketing mix: product strategy; new product planning and development; promotion strategy - advertising and sales promotion. Appendices: major federal agencies involved in control of advertising; promotion strategy. Part D Marketing in special fields: the marketing of services; international marketing. Part E Marketing response to a changing society; marketing management - social and ethical dimensions. Section II Analyzing marketing problems and cases. Section III Financial analysis for marketing decisions. Section IV Developing marketing plans. Section V Secondary data sources.