A preface to marketing management
著者
書誌事項
A preface to marketing management
（The Irwin series in marketing）
Irwin, c1997
7th ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.
目次
- Essentials of marketing management
- strategic planning and the marketing management process
- marketing information, research and understanding the target market
- marketing decision support systems and marketing research
- consumer behaviour
- organizational buyer behaviour
- market segmentation
- the marketing mix
- product strategy
- new product planning and development
- promotion strategy - advertising and sales promotion
- major federal agencies involved in control of advertising
- promotion strategy - personal selling
- distribution strategy
- pricing strategy
- marketing in special fields
- the marketing of services
- international marketing
- marketing response to a changing society
- marketing management - social and ethical dimensions
- analyzing marketing problems and cases
- financial analysis for marketing decisions
- developing marketing plans
- secondary data sources.
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