Preface to Marketing Management
Published in December 1999
Book
Paperback/Softback
368 pages
978-0-07-116977-6 (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 8 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 230 mm
Weight
450 gr
ISBN-13
978-0-07-116977-6 (9780071169776)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
Previous edition
J. Paul Peter | James H. Donnelly | James Donnelly Jr
A Preface to Marketing Management
Book
10/1996
McGraw-Hill Education (ISE Editions)
€30.99
Article exhausted; check for reprint
Persons
Content
Part 1 Strategic planning and the marketing management process. Part 2 Marketing research: process and systems for decision making. Part 3 Consumer behaviour. Part 4 Organizational buyer behaviour. Part 5 Market segmentation. Part 6 Product strategy. Part 7 New product planning and development. Part 8 Integrated marketing communications: advertising and sales promotion. Part 9 Personal selling. Part 10 Distribution strategy. Part 11 Pricing strategy. Part 12 The marketing of services. Part 13 Global marketing.