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A Preface to Marketing Management

A Preface to Marketing Management

15th Edition
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ISBN10: 1260502341 | ISBN13: 9781260502343

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ISBN10: 1260151611 | ISBN13: 9781260151619

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ISBN10: 1260300161 | ISBN13: 9781260300161

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Program Details

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