TY  - BOOK
AU  - Peter, J. Paul.
AU  - Donnelly, James H.
TI  -  A preface to marketing management
SN  - 9780073529967 (alk. paper)
U1  - 658.8  22
PY  - 2011///
CY  - New York
PB  - McGraw-Hill/Irwin
KW  - Marketing
KW  -  Management
N1  - 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
ER  -