Preface to Marketing Management
7th Edition
Published on 1. January 1997
Book
Paperback/Softback
288 pages
978-0-256-20281-6 (ISBN)
Description
Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.
More details
Edition
7th Revised edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Edition type
Revised edition
Dimensions
Height: 230 mm
Width: 154 mm
Weight
570 gr
ISBN-13
978-0-256-20281-6 (9780256202816)
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
Preface to Marketing Management
Book
01/2000
8th Edition
McGraw Hill Higher Education
€74.39
Shipment within 15-20 days
Content
Essentials of marketing management; strategic planning and the marketing management process; marketing information, research and understanding the target market; marketing decision support systems and marketing research; consumer behaviour; organizational buyer behaviour; market segmentation; the marketing mix; product strategy; new product planning and development; promotion strategy - advertising and sales promotion; major federal agencies involved in control of advertising; promotion strategy - personal selling; distribution strategy; pricing strategy; marketing in special fields; the marketing of services; international marketing; marketing response to a changing society; marketing management - social and ethical dimensions; analyzing marketing problems and cases; financial analysis for marketing decisions; developing marketing plans; secondary data sources.