ISE A Preface to Marketing Management

Name: ISE A Preface to Marketing Management
Author: J. Paul Peter

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Paperback, blz. | Engels

McGraw-Hill Education | 15e druk, 2018

ISBN13: 9781260287257

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McGraw-Hill Education 15e druk, 2018 9781260287257

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Preface to Marketing Management, 15e, by Peter and Donnelly, is praised in the market for its clear and concise presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure understanding. By offering an engaging, clear, and conceptually sound text, this book has been able to maintain its position as a leading marketing management text.

The fifteenth edition serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

Specificaties

ISBN13:9781260287257

Taal:Engels

Bindwijze:paperback

Uitgever:McGraw-Hill Education

Druk:15

Inhoudsopgave

<h2>SECTION I - ESSENTIALS OF MARKETING</h2><h2>Part A -  Introduction </h2><h3>Chapter 1: Strategic Planning and the Marketing Management Process</h3><h2>Part B - Marketing Information, Research, and Understanding</h2><h3>Chapter 2: Marketing Research: Process and Systems for Decision Making</h3><h3>Chapter 3: Consumer Behavior</h3><h3>Chapter 4: Business, Government, and Institutional Buying</h3><h3>Chapter 5: Market Segmentation</h3><h2>Part C - The Marketing Mix</h2><h3>Chapter 6: Product and Brand Strategy</h3><h3>Chapter 7: New Product Planning and Development</h3><h3>Chapter 8: Integrated Marketing Communications</h3><h3>Chapter 9: Personal Selling, Relationship Building, and Sales Management</h3><h3>Chapter 10: Distribution Strategy</h3><h3>Chapter 11: Pricing Strategy</h3><h2>Part D - Marketing in Special Fields</h2><h3>Chapter 12: The Marketing of Services</h3><h3>Chapter 13: Global Marketing</h3><h2>SECTION II  - ANALYZING MARKETING PROBLEMS AND CASES</h2><h2>SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS</h2><h2>SECTION IV - DEVELOPING MARKETING PLANS</h2><h3><br></h3>

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