Marketing Management: Knowledge and Skills

5th edition. — McGraw-Hill, 1998. — 303 p.Essentials of Marketing Management
Introduction
Strategic planning and the Marketing Management Process
Marketing Information, Research and Understanding the Target Market
Marketing Decision Support Systems and Marketing Research
Consumer Behavior
Organizational Buyer Behavior
Market Segmentation
The Marketing Mix
Product Strategy
New Product Planning and Development
Promotion Strategy: Advertising and Sales Promotion
Promotion Strategy: Personal Selling
Distribution Strategy
Pricing Strategy
Marketing and Special Fields
The Marketing of Services
Global Marketing
Marketing Response to a Changing Society
Marketing Management: Social and Ethical Dimensions
Analyzing Marketing Problems and Cases
Financial Analysis for Marketing Decisions
Marketing Management Cases