| Title : | Marketing management : knowledge and skills |
| Material Type: | printed text |
| Authors: | J. Paul Peter, Author ; James H. Donnelly, Author |
| Edition statement: | 9th ed |
| Publisher: | Boston : McGraw-Hill Irwin |
| Publication Date: | 2009 |
| Pagination: | xvii, 782 p. |
| Layout: | ill. (some col.), col. map |
| Size: | 26 cm. |
| ISBN (or other code): | 978-0-07-128076-1 |
| General note: | Includes bibliographical references and index |
| Languages : | English (eng) Original Language : English (eng) |
| Descriptors: | Marketing - Management
Marketing - Management - Case studies
|
| Class number: | 658.8 |
| Abstract: | "Marketing Management, 9/e", by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout. |
| Contents note: | Essentials of marketing management; Strategic planning and the marketing
management; Marketing information, research, and understanding the target market; Marketing research: process and systems for decision making; Consumer behavior; Business, government, and institutional buying; Market segmentation; The marketing mix; Product and brand strategy; New product planning and development; Integrated Marketing Communications: advertising, sales promotion, public relations, and direct marketing; Personal selling, relationship building and sales management; Distribution Strategy; Pricing Strategy; Marketing in special fields; The marketing of services; Global Marketing; Analyzing marketing problems and cases; Financial analysis for marketing decisions; Internet exercises and sources of marketing information; Internet exercises; Internet sources of marketing; Marketing management; Market opportunity Analysis; Product strategy; Promotion strategy; Pricing strategy; Social and ethical issues in marketing management; Strategic marketing cases; Developing marketing plans.
|
| Record link: | https://library.seeu.edu.mk/index.php?lvl=notice_display&id=15027 |
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