MARKETING MANAGEMENT KNOWLEDGE AND SKILLS DONNELLY P. Księgarnia

Marketing Management: Knowledge and Skills, 6/e

Peter , Donnelly, Jr

TxtBk NewEdn July 2000 896 pages Hardback 0072315571

This is a text and casebook. The text portion is from A Preface to Marketing Management, and is intended to serve as an overview for critical issues in marketing management. There are over 40 cases and more than 60% are new to this edition. Several of the cases feature technology companies and highlight exciting new examples.

Key Features

The book shows how teams of people representing all areas of business work together to solve problems and create business strategies.
Expanded coverage of marketing research offers an emphasis on both qualitative and quantitative research methods.
Increased coverage of integrated marketing communications.

Contents

Section I: Essentials of Marketing Management. Part A: Introduction. Chapter 1. Strategic Planning and the Marketing Management Process. Appendix: Portfolio Models. Part B: Marketing Information, Research, and Understanding the Target Market. Chapter 2. Marketing Research: Process and Systems for Decision Making. Chapter 3. Consumer Behaviour. Appendix: Selected Consumer Behaviour Data Sources. Chapter 4. Organisational Buying. Chapter 5. Market Segmentation. Part C: The Marketing Mix. Chapter 6. Product Strategy. Chapter 7. New Product Planning and Development.

Chapter 8. Integrated Marketing Communications: Advertising and Sales Promotion. Appendix: Major Federal Agencies Involved in Control of Advertising. Chapter 9. Personal Selling. Chapter 10. Distribution Strategy. Chapter 11. Pricing Strategy. Part D: Marketing in Special Fields. Chapter 12. The Marketing of Services. Chapter 13. Global Marketing. Section II: Analyzing Marketing Problems and Cases. Section III: Financial Analysis for Marketing Decisions. Section IV: Internet Exercises and Sources of Marketing Information. Section V: 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. Section VI: Strategic Marketing Cases. Section VII: Developing Marketing Plans.

Previous ISBN

0256226334

Po otrzymaniu zamówienia poinformujemy,
czy wybrany tytuł polskojęzyczny lub anglojęzyczny jest aktualnie na półce księgarni.