Marketing management : knowledge and skills
著者
書誌事項
Marketing management : knowledge and skills
（Irwin/McGraw-Hill series in marketing）
McGraw-Hill/Irwin, c2004
7th ed
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注記
Includes indexes
内容説明・目次
内容説明
"Marketing Management: Knowledge and Skills, 7/e", by Peter and Donnelly, serves as 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 I Essentials of Marketing Management Part A Introduction Chapter One Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter Two Marketing Research: Process and Systems for Decision Making Chapter Three Consumer Behavior Chapter Four Organizational Buying Chapter Five Market Segmentation Part C The Marketing Mix Chapter Six Product Strategy Chapter Seven New Product Planning and Development Chapter Eight Integrated Marketing Communications: Advertising and Sales Promotion Chapter Nine Personal Selling Chapter Ten Distribution Strategy Chapter Eleven Pricing Strategy Part D Marketing in Special Fields Chapter Twelve The Marketing of Services Chapter Thirteen Global Marketing Section II Analyzing Marketing Problems and Cases Section III Financial Analysis for Marketing Decisions Section IV Internet Exercises and Sources of Marketing Information Part A Internet Exercises Part B Annotated Bibliography of Major Online Databases Used in Marketing Section V 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 Management Section VI Strategic Marketing Cases Section VII Developing Marketing Plans
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