Marketing management : knowledge and skills
Publication details: Boston : McGraw-Hill Irwin, c2007. Edition: 8th edDescription: xvii, 813 p. : ill. ; 26 cmISBN: 9780073137636; 0073137634Subject(s): 1. Marketing -- Management. 2. Marketing -- Management -- Case studiesDDC classification: 658.8 PET| Item type | Current library | Home library | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
English Lending
|
Villa College QI Campus | Villa College Library | 658.8 PET (Browse shelf(Opens below)) | In transit from Villa College QI Campus to Villa College Library since 03/08/2023 | 3415 |
Browsing Villa College Library shelves Close shelf browser (Hides shelf browser)
|
|
No cover image available | No cover image available |
|
|
|
||
| 658.8 PER Essentials of marketing : a global-managerial approach / | 658.8 PER Basic marketing : a marketing strategy planning approach / | 658.8 PER Applications in basic marketing | 658.8 PET Marketing management | 658.8 POC Client relationship management | 658.8 RET Retail credit risk management / | 658.8 RET Retail credit risk management / |
Contents:
Sect. 1. Essentials of marketing management
Pt. A. Introduction
1. Strategic planning and the marketing management process
Pt. B. Marketing information, research, and understanding the target market
2. Marketing research : process and systems for decision making
3. Consumer behavior
4. Business, government, and institutional buying
5. Market segmentation
Pt. C. The marketing MIX
6. Product 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
Pt. D. Marketing in special fields
12. The marketing of services
13. Global marketing
Sect. 2. Analyzing marketing problems and cases
Sect. 3. Financial analysis for marketing decisions
Sect. 4. Internet exercises and sources of marketing information
Pt. A. Internet exercises / Charles Heath
Pt. B. Internet sources of marketing information / Charles Heath
Sect. 5. 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
Sect. 6. Strategic marketing cases
Sect. 7. Developing marketing plans
Includes bibliographical references and index
There are no comments on this title.