Preface to Marketing Management

ISBN-10: 0073529966
ISBN-13: 9780073529967
Edition: 12th 2011
List price: $130.67
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Book details

List price: $130.67
Edition: 12th
Copyright year: 2011
Publisher: McGraw-Hill Higher Education
Publication date: 1/25/2010
Binding: Paperback
Pages: 272
Size: 8.00" wide x 10.00" long x 0.50" tall
Weight: 1.320
Language: English

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

Essentials of Marketing Management
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: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Personal Selling, Relationship Building , and Sales Management
Distribution Strategy
Pricing Strategy
Marketing in Special Fields
The Marketing of Services
Global Marketing
Analyzing Marketing Problems and Cases
Financial Analysis For Marketing Decisions
Developing Marketing Plans

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