Preface to Marketing Management
11th Edition
Published on 16. January 2008
Book
Paperback/Softback
288 pages
978-0-07-128335-9 (ISBN)
Description
Preface to Marketing Management, 11/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.
More details
Edition
11th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Illustrations
Illustrations
Dimensions
Height: 254 mm
Width: 203 mm
Thickness: 10 mm
Weight
490 gr
ISBN-13
978-0-07-128335-9 (9780071283359)
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 I: Essentials of Marketing Management Part A: Introduction 1: Strategic Planning and the Marketing Management Process Part B: Marketing Information, Research, and Understanding the Target Market 2: Marketing Research: Process and Systems for Decision Making 3: Consumer Behavior Appendix: Selected Consumer Behavior Data Sources 4: Business, Government, and Institutional Buying 5: Market Segmentation Part C: The Marketing Mix 6: Product Strategy 7: New Product Planning and Development 8: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Appendix: Major Federal Agencies Involved in Control of Advertising 9: Personal Selling, Relationship Building, and Sales Management 10: Distribution Strategy 11: Pricing Strategy Part D: Marketing in Special Fields 12: The Marketing of Services 13: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index