Table of Contents
SECTION I - ESSENTIALS OF MARKETING MANAGEMENT PART A: INTRODUCTION Chapter 1 Strategic Planning and the Marketing Management Process PART B: MARKETING INFORMATION, RESEARCH,AND UNDERSTANDING THE TARGET MARKET Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government, and Institutional Buying Chapter 5 Market Segmentation PART C: THE MARKETING MIX Chapter 6 Product and Brand Strategy Chapter 7 New Product Planning and Development Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter 9 Personal Selling, Relationship Building , and Sales Management Chapter 10 Distribution Strategy Chapter 11 Pricing Strategy PART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global Marketing SECTION II - ANALYZING MARKETING PROBLEMS AND CASES SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV - DEVELOPING MARKETING PLANS
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
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