Marketing management knowledge and skills J. Paul Peter, James H. Donnelly, Jr.
Detalles de publicación: Boston McGraw-Hill Irwin c2009.Edición: 9th edDescripción: xvii, 782 p. ill. (some col.), col. map 26 cmISBN:- 9780073381138 (alk. paper)
- 0073381136 (alk. paper)
- 658.8 P4781m9 22
- HF5415.13 .P387 2009
| Imagen de cubierta | Tipo de ítem | Biblioteca actual | Biblioteca de origen | Colección | Ubicación en estantería | Signatura topográfica | Materiales especificados | Info Vol | URL | Copia número | Estado | Notas | Fecha de vencimiento | Código de barras | Reserva de ítems | Prioridad de la cola de reserva de ejemplar | Reservas para cursos | |
|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|---|
| Libro | Biblioteca Encarnación Valdés Colección General bev | 658.8 P4781m9 (Navegar estantería(Abre debajo)) | Disponible | 80000002389164 |
Descripciones mejoradas de Syndetics:
Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.
Includes bibliographical references and index.
Tabla de contenidos provista por Syndetics
- 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 Business, Government, and Institutional Buying
- Chapter Five Market Segmentation
- Part C The Marketing Mix
- Chapter Six Product and Brand Strategy
- Chapter Seven New Product Planning and Development
- Chapter Eight Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
- Chapter Nine Personal Selling, Relationship Building, and Sales Management
- 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 Internet Sources of Marketing Information
- 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