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Table of Contents SECTION 1—ESSENTIALS OF MARKETING MANAGEMENTPART
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 Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government, and Institutional Buying
Chapter 5 Market SegmentationPART
PART C: THE MARKETING MIX
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
PART D: MARKETING IN SPECIAL FIELDS
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
SECTION 2—ANALYZING MARKETING PROBLEMS AND CASESSECTION
SECTION 3—FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION
SECTION 4—INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION
SECTION 5—MARKETING MANAGEMENT CASES
SECTION 6—STRATEGIC MARKETING CASES
SECTION 7—DEVELOPING MARKETING PLANS
Product details: Language: English
ISBN-10: 0073530050
ISBN-13: 978-0073530055
ISBN-13: 9780073530055
Author: J. Paul Peter, James H. Donnelly Jr.
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