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Marketing Management

Marketing Management - 9th edition

ISBN13: 978-0073381138

Cover of Marketing Management 9TH 09 (ISBN 978-0073381138)
ISBN13: 978-0073381138
ISBN10: 0073381136
Cover type: Hardback
Edition/Copyright: 9TH 09
Publisher: Richard D. Irwin, Inc.
Published: 2009
International: No

List price: $193.75

Marketing Management - 9TH 09 edition

ISBN13: 978-0073381138

J. Paul Peter

ISBN13: 978-0073381138
ISBN10: 0073381136
Cover type: Hardback
Edition/Copyright: 9TH 09
Publisher: Richard D. Irwin, Inc.

Published: 2009
International: No

Author Bio

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.

Table of Contents

SECTION I Essentials of Marketing Management Part A Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C The Marketing Mix Chapter Six: Product and Brand Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven: Pricing Strategy Part D Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: 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 Part A Internet Exercises Part B Internet 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

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