Preface to Marketing Management
13th Edition
Published on 16. February 2012
Book
Paperback/Softback
288 pages
978-0-07-131802-0 (ISBN)
Description
Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition 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
13th edition
Language
English
Place of publication
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Illustrations
Illustrations
Dimensions
Height: 252 mm
Width: 201 mm
Thickness: 10 mm
Weight
495 gr
ISBN-13
978-0-07-131802-0 (9780071318020)
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 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
Part A - Introduction
Chapter 1: Strategic Planning and the Marketing Management Process
Part B - Marketing Information, Research, and Understanding
Chapter 2: Marketing Research: Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation
Part 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 Strategy
Part D - Marketing in Special Fields
Chapter 12: The Marketing of Services
Chapter 13: Global Marketing
SECTION II - ANALYZING MARKETING PROBLEMS AND CASES
SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV - DEVELOPING MARKETING PLANS
Part A - Introduction
Chapter 1: Strategic Planning and the Marketing Management Process
Part B - Marketing Information, Research, and Understanding
Chapter 2: Marketing Research: Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation
Part 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 Strategy
Part D - Marketing in Special Fields
Chapter 12: The Marketing of Services
Chapter 13: Global Marketing
SECTION II - ANALYZING MARKETING PROBLEMS AND CASES
SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV - DEVELOPING MARKETING PLANS