Preface to Marketing Management
9th Edition
Published on 16. June 2002
Book
Paperback/Softback
336 pages
978-0-07-246658-4 (ISBN)
Description
Preface to Marketing Management, 9/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
9th edition
Language
English
Place of publication
New York
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Dimensions
Height: 254 mm
Width: 201 mm
Thickness: 12 mm
Weight
526 gr
ISBN-13
978-0-07-246658-4 (9780072466584)
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 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 Appendix: Selected Consumer Behavior Data Sources 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 Appendix: Major Federal Agencies Involved in Control of Advertising Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter ElevenPricing Strategy Part D: Marketing in Special Fields Chapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing Section II: Analyzing Market Problems and Cases Section III: Financial Analysis for Marketing Decisions Section IV: Developing Marketing Plans Notes Index