Includes bibliographical references and indexes.

Essentials of marketing management. Strategic planning and the marke ting management process -- Marketing information, research, and underst anding the target market. Marketing research : process and systems for decision making ; Consumer behavior ; Business, government, and institu tional buying ; Market segmentation ; Product and brand strategy ; New product planning and development ; Integrated marketing communications ; Major Federal agencies involved in control of advertising ; Personal selling, relationship building, and sales management ; Distribution str ategy Pricing strategy ; The marketing of services ; Global marketing -- Analyzing marketing problems and cases -- Financial analysis for mar keting decisions -- Developing marketing plans.