| Description |
xvii, 782 pages : illustrations (some color), color map ; 26 cm |
| Contents |
Ch. 1. Strategic planning and the marketing management process -- Ch. 2. Marketing research : process and systems for decision making -- Ch. 3. Consumer behavior -- Ch. 4. Business, government, and institutional buying -- Ch. 5. Market segmentation -- Ch. 6. Product and brand strategy -- Ch. 7. New product planning and development -- Ch. 8. Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing -- Ch. 9. Personal selling, relationship building, and sales management -- Ch. 10. Distribution strategy -- Ch. 11. Pricing strategy -- Ch. 12. The marketing of services -- Ch. 13. Global marketing |
| Summary |
"Marketing Management, 9/e, by Peter and Donnelly, enhances students' knowledge of marketing management while advancing their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The vision of the authors assembles a complete student resource available for marketing management education. The Ninth Edition is praised in the market for its organization, format, clarity, and brevity."--BOOK JACKET |
| Notes |
Includes index |
| Bibliography |
Includes bibliographical references and index |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management -- Case studies.
|
| Genre/Form |
Case studies.
|
| Author |
Donnelly, James H.
|
| LC no. |
2008033002 |
| ISBN |
9780073381138 (alk. paper) |
|
0073381136 (alk. paper) |
|
