J. Paul Peter, James H. Donnelly. Marketing Management: knowledge and skills

Study book, 1998 by The McGraw-Hill Companies, 5th edition, 303 pages

CONTENTS
SECTION 1 Essentials of Marketing Management
PART A Introduction
Chapter 1 Strategic planning and the Marketing Management Process
PART B Marketing Information, Research and Understanding the Target Market
Chapter 2 Marketing Decision Support Systems and Marketing Research
Chapter 3 Consumer Behavior
Chapter 4 Organizational Buyer Behavior
Chapter 5 Market Segmentation
PART C The Marketing Mix
Chapter 6 Product Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Promotion Strategy: Advertising and Sales Promotion
Chapter 9 Promotion Strategy: Personal Selling
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
PART D Marketing and Special Fields
Chapter 12 The Marketing of Services
Cgapter 13 Global Marketing
PART E Marketing Response to a Changing Society
Chapter 14 Marketing Management: Social and Ethical Dimensions
SECTION II Analyzing Marketing Problems and Cases
SECTION III Financial Analysis for Marketing Decisions
SECTION IV Marketing Management Cases