Preface to Marketing Management
8th Edition
Published on 1. January 2000
Book
Paperback/Softback
368 pages
978-0-07-366151-3 (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
8th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 230 mm
Weight
410 gr
ISBN-13
978-0-07-366151-3 (9780073661513)
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
Preface to Marketing Management
Book
01/1997
7th Edition
Irwin Professional Publishing
€58.17
Article not available for order
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.