- ホーム
- > 洋書
- > 英文書
- > Business / Economics
Full Description
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.
Contents
SECTION I - ESSENTIALS OF MARKETING MANAGEMENTPART AChapter 1 Strategic Planning and the Marketing Management ProcessPART 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 of Services Chapter 13 Global MarketingSECTION II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV - DEVELOPING MARKETING PLANS
