Marketing Management
8th Edition
Published on 1. March 2006
Book
Paperback/Softback
978-0-07-125983-5 (ISBN)
Description
"Marketing Management, 8/e", by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.
More details
Edition
8th Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 550 mm
Width: 50 mm
Thickness: 290 mm
Weight
1448 gr
ISBN-13
978-0-07-125983-5 (9780071259835)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Persons
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky. Dr. James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky. In 1990 he received the first Chancellor's Award for Outstanding Teaching given at the University. Previously, he had twice received the UK Alumni Association's 'Great Teacher Award,' an award one can only be eligible to receive every ten years. He has also received two 'Outstanding Teacher' awards from Beta Gamma Sigma, national business honorary. In 1992 he received an Acorn Award recognizing 'Those Who Shape the Future' from the Kentucky Advocates for Higher Education. In 1995 he became one of six charter members elected to the Bank Marketing Hall of Fame. He has also received a 'Distinguished Alumni Award' from the University of Maryland. During his career he has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Administrative Science Quarterly, Academy of Management Journal, Journal of Applied Psychology, Journal of Social Psychology, Journal of Business Research, and Operations Research, among others. He is the author of more than a dozen books which have sold more than one million copies. They include both widely adopted academic textbooks as well as professional books. He is very active in the banking industry where he currently serves on the board of directors of the Institute of Certified Bankers and the Bank Marketing Association. He is also the Academic Dean of the ABA's School of Bank Marketing and Management.
Content
Section I Essentials of Marketing Management Part A Introduction Chapter One Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter Two Marketing Research: Process and Systems for Decision Making Chapter Three Consumer Behavior Chapter Four Business, Government, and Institutional Buying Chapter Five Market Segmentation Part C The Marketing Mix Chapter Six Product Strategy Chapter Seven New Product Planning and Development Chapter Eight Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter Nine Personal Selling, Relationship Building, and Sales Management Chapter Ten Distribution Strategy Chapter Eleven Pricing Strategy Part D Marketing in Special Fields Chapter Twelve The Marketing of Services Chapter Thirteen Global Marketing Section II Analyzing Marketing Problems and Cases Section III Financial Analysis for Marketing Decisions Section IV Internet Exercises and Sources of Marketing Information Part A Internet Exercises Part B Annotated Bibliography of Major Online Databases Used in Marketing Section V 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 Management Section VI Strategic Marketing Cases Section VII Developing Marketing Plans