Marketing Management Knowledge and Skills

ISBN-10: 0072552174

ISBN-13: 9780072552171

Edition: 7th 2004 (Revised)

List price: $139.38
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Book details

List price: $139.38
Edition: 7th
Copyright year: 2004
Publisher: McGraw-Hill Higher Education
Publication date: 3/25/2003
Binding: Hardcover
Pages: 896
Size: 8.50" wide x 10.75" long x 1.50" tall
Weight: 3.894
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 managementp. 1
Strategic planning and the marketing management processp. 2
Marketing research : process and systems for decision makingp. 28
Consumer behaviorp. 41
Business, government, and institutional buyingp. 56
Market segmentationp. 68
Product strategyp. 82
New product planning and developmentp. 98
Integrated marketing communications : advertising, sales promotion, public relations, and direct marketingp. 111
Personal selling, relationship building, and sales managementp. 129
Distribution strategyp. 145
Pricing strategyp. 162
The marketing of servicesp. 174
Global marketingp. 190
Analyzing marketing problems and casesp. 205
Financial analysis for marketing decisionsp. 219
Internet exercises and sources of marketing informationp. 229
Internet exercisesp. 231
Internet sources of marketing informationp. 239
Marketing management casesp. 245
Market opportunity analysisp. 247
Product strategyp. 294
Promotion strategyp. 406
Distribution strategyp. 451
Pricing strategyp. 524
Social and ethical issues in marketing managementp. 568
Strategic marketing casesp. 629
Developing marketing plansp. 841
Table of Contents provided by Blackwell. All Rights Reserved.
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