A Preface to marketing management
| Main Authors: | , |
|---|---|
| Format: | Book |
| Language: | English |
| Published: |
Boston :
McGraw-Hill/Irwin ,
c2008
|
| Edition: | 11th ed |
| Subjects: |
Table of Contents:
- 1. Strategic planning and the marketing management process
- 2. Marketing research: process and systems for decision making
- 3. Consumer behavior
- 4. Business, government, and institutional buying
- 5. Market segmentation
- 6. Product and brand strategy
- 7. New product planning and development
- 8. Integrated marketing communications: advertising, sales promotion, public relations, and direct marketing
- 9. Personal selling, relationship building, and sales management
- 10. Distribution strategy
- 11. Pricing strategy
- 12. The marketing of services
- 13. Global marketing