Loose Leaf for A Preface to Marketing Management,9781260300161

Loose Leaf for A Preface to Marketing Management

by ;
Edition: 15th
ISBN13: 9781260300161
ISBN10: 1260300161
Format: Loose-leaf
Pub. Date: 2018-01-24
Publisher(s): 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

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