A preface to marketing management / J. Paul Peter, James H. Donnelly, Jr.
Publication details: Homewood, IL : Irwin, c1991.Edition: 5th editionDescription: xii, 324 p. : ill. ; 24 cmISBN:- 0256094454
- 658.8 22 PET
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PART A. INTRODUCTION
Chapter 1. Strategic planning and the marketing management process
PART B. MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET
Chapter 2. Marketing decision support systems and marketing research
Chapter 3. Consumer behavior
Chapter 4. Organizational buyer behavior
Chapter 5. Market segmentation
PART C. THE MARKETING MIX
Chapter 6. Product strategy
Chapter 7. New product planning
Chapter 8. Promotion strategy: advertising and sales promotion
Chapter 9. Promotion strategy: personal selling
Chapter 10. Distribution strategy
Chapter 11. Pricing strategy
PART D. MARKETING IN SPECIAL FIELDS
Chapter 12. The marketing of services
Chapter 13. International marketing
PART E. MARKETING RESPONSE TO A CHANGING SOCIETY
Chapter 14. Marketing management: social and ethical dimensions
Includes bibliographical references (p. [299]-310) and indexes.
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