MARKETING MANAGEMENT
10th Edition
Published on 16. November 2010
Book
Paperback/Softback
832 pages
978-0-07-122112-2 (ISBN)
Description
Marketing Management, 10/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.
More details
Edition
10th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Illustrations
Illustrations, 1 map
Dimensions
Height: 259 mm
Width: 208 mm
Thickness: 33 mm
Weight
1669 gr
ISBN-13
978-0-07-122112-2 (9780071221122)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Persons
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.
James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.
James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.
Content
SECTION 1--ESSENTIALS OF MARKETING MANAGEMENTPART A: INTRODUCTION Chapter 1 Strategic Planning and the Marketing Management ProcessPART B: MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government, and Institutional Buying Chapter 5 Market SegmentationPART 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 StrategyPART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global MarketingSECTION 2--ANALYZING MARKETING PROBLEMS AND CASESSECTION 3--FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION 4--INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATIONPart A - Internet ExercisesPart B - Internet Sources of Marketing InformationSECTION 5--MARKETING MANAGEMENT CASES Case Group A Market Opportunity Analysis Case Group B Product Strategy Case Group C Promotion Strategy Case Group D Distribution Strategy Case Group E Pricing Strategy Case Group F Social and Ethical Issues in Marketing ManagementSECTION 6--STRATEGIC MARKETING CASESSECTION 7--DEVELOPING MARKETING PLANS