Marketing Management
11th Edition
Published on 16. November 2012
Book
Paperback/Softback
978-981-4577-66-3 (ISBN)
Description
Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach is the focus of the text. 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.
<b><i>Marketing Management, 11e</i></b>, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach is the focus of the text. 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.
<b><i>Marketing Management, 11e</i></b>, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach is the focus of the text. 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
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.
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.
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.
Content
SECTION I - ESSENTIALS OF MARKETINGPart A - Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B - Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C - The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D - Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II - ANALYSING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV - MARKETING MANAGEMENT CASESCase Group A: Market Opportunity AnalysisCase 1: McDonald's CorporationCase 2: Southwest AirlinesCase 3: South Delaware Coors, Inc. Case 4: Ruth's Chris: The High Stakes of International ExpansionCase 5: Coach, Inc.: Is Its Advantage in Luxury Handbags Sustainable?Case 6: Panera Bread CompanyCase Group B: Product StrategyCase 7: Starbucks - Early 2008Case 8: Your Home is a Good Place, Inc.Case 9: easyCar.comCase 10: The Lego Group: Building StrategyCase 11: The Launch of the Sony PlayStation 3Case Group C: Promotion StrategyCase 12: Mountain Dew: Selecting New CreativeCase 13: Red BullCase 14: "Hips Feel Good" - Dove's Campaign for Real BeautyCase Group D: Distribution StrategyCase 15: IKEA's Global Strategy: Furnishing the WorldCase 16: Pets.com Inc.: Rise and Decline of a Pet Supply RetailerCase 17: organicKidz: Marketing StrategyCase 18: The Challenges Facing eBay in 2008: Time for a Change in Strategy?Case 19: Wal - Mart Stores Inc. in 2008: Management's Initiatives to Transform the Company and Curtail Wal-Mart BashingCase Group E: Pricing StrategyCase 20: Schwinn BicyclesCase 21: Cowgirl ChocolatesCase 22: Clearwater TechnologiesCase Group F: Social and Ethical Issues in Marketing ManagementCase 23: E. & J. Gallo Winery (2007)Case 24: Abercrombie & Fitch: An Upscale Sporting Goods Retailer Becomes a Leader in Trendy ApparelSECTION V - STRATEGIC MARKETING CASESCase 1: Yum! Brands, Pizza Hut, and KFCCase 2: Apple Inc. in 2010Case 3: EMR InnovationsCase 4: Gap Inc. in 2010: Is the Turnaround Strategy Working?Case 5: Harley - Davidson, Inc. - Motorcycle DivisionCase 6: PepsiCo's Diversification Strategy in 2008Case 7: Expresso EspressoCase 8: Pespironics, Incorporated: Take a Deep BreathCase 9: Research in Motion - Entering a New Era Case 10: Dell Inc. in 2008: Can It Overtake Hewlett ' Packard as the Worldwide Leader in Personal Computers?SECTION VI - DEVELOPING MARKETING PLANS