Marketing management : knowledge and skills
著者
書誌事項
Marketing management : knowledge and skills
McGraw-Hill/Irwin, c2004
7th ed., international ed
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注記
Includes bibliographical references and indexes
内容説明・目次
内容説明
Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.
目次
Section IEssentials of Marketing Management Part AIntroduction Chapter OneStrategic Planning and the Marketing Management Process Part BMarketing Information, Research, and Understanding the Target Market Chapter TwoMarketing Research: Process and Systems for Decision Making Chapter ThreeConsumer Behavior Chapter FourOrganizational Buying Chapter FiveMarket Segmentation Part CThe Marketing Mix Chapter SixProduct Strategy Chapter SevenNew Product Planning and Development Chapter EightIntegrated Marketing Communications: Advertising and Sales Promotion Chapter NinePersonal Selling Chapter TenDistribution Strategy Chapter ElevenPricing Strategy Part DMarketing in Special Fields Chapter TwelveThe Marketing of Services Chapter ThirteenGlobal Marketing Section IIAnalyzing Marketing Problems and Cases Section IIIFinancial Analysis for Marketing Decisions Section IVInternet Exercises and Sources of Marketing Information Part AInternet Exercises Part BAnnotated Bibliography of Major Online Databases Used in Marketing Section VMarketing Management Cases Case Group AMarket Opportunity Analysis Case Group BProduct Strategy Case Group CPromotion Strategy Case Group DDistribution Strategy Case Group EPricing Strategy Case Group FSocial and Ethical Issues in Marketing Management Section VIStrategic Marketing Cases Section VIIDeveloping Marketing Plans
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