A preface to marketing management /
Peter, J. Paul,
A preface to marketing management / - Eighth edition. International edition. - xviii, 318 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Increased coverage of cross-functional teams: Each chapter has cross-functional examples, coverage, and topics woven throughout the text. The text demonstrates how teams of people representing all areas of business work together to solve problems and create business strategies. Example coverage of cross-functional teams can be seen in Chapter 1 (Strategic Planning and the Marketing Management Process), Chapter 6 (the Product Management discussion), Chapter 9 (Personal Selling). This coverage reflects the business world today.
Expanded coverage of marketing research: This expanded coverage offers an emphasis on both qualitative and quantitative research methods. Marketing information systems and sources of marketing research information are also discussed. Preface to Marketing Management also includes new material on marketing research in global markets.
9780073661513 9780071169776 0071169776
Marketing--management.
658.802 / PEA
A preface to marketing management / - Eighth edition. International edition. - xviii, 318 pages : illustrations ; 23 cm
Includes bibliographical references and index.
Increased coverage of cross-functional teams: Each chapter has cross-functional examples, coverage, and topics woven throughout the text. The text demonstrates how teams of people representing all areas of business work together to solve problems and create business strategies. Example coverage of cross-functional teams can be seen in Chapter 1 (Strategic Planning and the Marketing Management Process), Chapter 6 (the Product Management discussion), Chapter 9 (Personal Selling). This coverage reflects the business world today.
Expanded coverage of marketing research: This expanded coverage offers an emphasis on both qualitative and quantitative research methods. Marketing information systems and sources of marketing research information are also discussed. Preface to Marketing Management also includes new material on marketing research in global markets.
9780073661513 9780071169776 0071169776
Marketing--management.
658.802 / PEA