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9781260300161

Loose Leaf for A Preface to Marketing Management

by ;
  • ISBN13:

    9781260300161

  • ISBN10:

    1260300161

  • Edition: 15th
  • Format: Loose-leaf
  • Copyright: 2018-01-24
  • Publisher: McGraw Hill

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Table of Contents

SECTION I – ESSENTIALS OF MARKETING

Part A – Introduction

Chapter 1: Strategic Planning and the Marketing Management Process

Part B – Marketing Information, Research, and Understanding

Chapter 2: Marketing Research: Process and Systems for Decision Making

Chapter 3: Consumer Behavior

Chapter 4: Business, Government, and Institutional Buying

Chapter 5: Market Segmentation

Part C – The Marketing Mix

Chapter 6: Product and Brand Strategy

Chapter 7: New Product Planning and Development

Chapter 8: Integrated Marketing Communications

Chapter 9: Personal Selling, Relationship Building, and Sales Management

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 – DEVELOPING MARKETING PLANS

Chapter 18: Managing Performance

Chapter 19: Professional Performance and Sustaining Discipline

Chapter 20: The Road Ahead: Challenge and Charge

Supplemental Materials

What is included with this book?

The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any access cards, study guides, lab manuals, CDs, etc.

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