Preface to Marketing Management
(Sprache: Englisch)
Preface to Marketing Management, 12e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive,...
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Preface to Marketing Management, 12e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text 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.
Inhaltsverzeichnis zu „Preface to Marketing Management “
SECTION I - ESSENTIALS OF MARKETING MANAGEMENT
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 Segmentation
PART C: THE MARKETING MIX
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications:
Advertising, Sales Promotion, Public Relations, and Direct Marketing
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 II - ANALYZING MARKETING PROBLEMS AND CASES
SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV - DEVELOPING MARKETING PLANS
Autoren-Porträt von J. Paul Peter, James H. Donnelly
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.
Bibliographische Angaben
- Autoren: J. Paul Peter , James H. Donnelly
- 2010, 12. Auflage, 258 Seiten, mit Schwarz-Weiß-Abbildungen, Maße: 20,5 x 25,3 cm, Kartoniert (TB), Englisch
- Verlag: Mcgraw-Hill Publ.Comp.
- ISBN-10: 0071221115
- ISBN-13: 9780071221115
Sprache:
Englisch
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