Marketing management : knowledge and skills /
J. Paul Peter, James H. Donnelly, Jr.
- 10 ed.
- New York : McGraw Hill, 2011.
- 830 p. : il., grafs., tablas genal., fot. byn., etc.
Incluye referencias bibliográficas, índice, etc.
Essentials of marketing amanagement -- Introduction -- Strategic planning and the marketing management process -- Marketing information, research, and understanding the target market -- Marketing research: Process and systems for decision making -- Consumer behavior -- Business, government, and institutional buying -- Market segmentation -- The marketing mix -- Product and brand Strategy -- New product planning and development -- Integrated marketing communications -- Personal selling, relationship building, and sales management -- Distribution strategy -- Pricing strategy -- Marketing special fields -- The marketing of servicies -- Global marketing -- Analyzing marketing problems and cases -- Financial analysis for marketing decisions -- Internet exercises and sources of marketing information -- Internet execercises -- Internet sources of marketing information -- Marketing management cases -- Market opportunity anlysis -- Product strategy -- Promotion strategy -- Distribution strategy -- Pricing strategy -- Social and ethical issues in marketing management -- Strategic marketing cases -- Developing marketing plans. Section. 1. Pte. A. Cap. 1. Pte. B. Cap. 2. 3. 4. 5. Pte. C. Cap. 6. 7. 8. 9. 10. 11. Pte. D. Cap. 12. 13. Section 2. Section 3. Section 4. Pte. A. B. Section 5. Case Group A. B. C. D. E. F. Section 6. 7.