Preface to Marketing Management by J. Paul Peter
Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.
Preface to Marketing Management
Summary
Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.
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Preface to Marketing Management Summary
Table of Contents
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.
Additional information
CIN0256202818G
9780256202816
0256202818
Preface to Marketing Management by J. Paul Peter
Used - Good
Paperback
McGraw-Hill Education - Europe
1996-09-30
288
N/A
Book picture is for illustrative purposes only, actual binding, cover or edition may vary.
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