Marketing management : knowledge and skills
著者
書誌事項
Marketing management : knowledge and skills
McGraw-Hill Irwin, c2011
10th ed
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注記
Includes bibliographical references and index
内容説明・目次
内容説明
Marketing Management, 10e, 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.
目次
SECTION 1--ESSENTIALS OF MARKETING MANAGEMENTPART A: INTRODUCTION Chapter 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 SegmentationPART 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 StrategyPART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global MarketingSECTION 2--ANALYZING MARKETING PROBLEMS AND CASESSECTION 3--FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION 4--INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATIONPart A - Internet ExercisesPart B - Internet Sources of Marketing InformationSECTION 5--MARKETING MANAGEMENT CASES Case Group A Market Opportunity Analysis Case Group B Product Strategy Case Group C Promotion Strategy Case Group D Distribution Strategy Case Group E Pricing Strategy Case Group F Social and Ethical Issues in Marketing ManagementSECTION 6--STRATEGIC MARKETING CASESSECTION 7--DEVELOPING MARKETING PLANS
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