Preface to Marketing Management
11th Edition
Published on 16. January 2008
Book
Paperback/Softback
288 pages
978-0-07-338096-4 (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
Dimensions
Height: 252 mm
Width: 211 mm
Thickness: 11 mm
Weight
483 gr
ISBN-13
978-0-07-338096-4 (9780073380964)
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
Other editions
Previous edition
J. Paul Peter | James H. Donnelly
Preface to Marketing Management
Book
02/2005
10th Edition
McGraw Hill Higher Education
€119.50
Article exhausted; check for reprint
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 ManagementPart A: IntroductionChapter One: Strategic Planning and the Marketing Management ProcessPart B: Marketing Information, Research, and Understanding the Target MarketChapter Two: Marketing Research: Process and Systems for Decision MakingChapter Three: Consumer BehaviorAppendix: Selected Consumer Behavior Data SourcesChapter Four: Business, Government, and Institutional BuyingChapter Five: Market SegmentationPart C: The Marketing MixChapter Six: Product StrategyChapter Seven: New Product Planning and DevelopmentChapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct MarketingAppendix: Major Federal Agencies Involved in Control of AdvertisingChapter Nine: Personal Selling, Relationship Building, and Sales ManagementChapter Ten: Distribution StrategyChapter ElevenPricing StrategyPart D: Marketing in Special FieldsChapter Twelve: The Marketing of ServicesChapter Thirteen: Global MarketingSection II: Analyzing Market Problems and CasesSection III: Financial Analysis for Marketing DecisionsSection IV: Developing Marketing PlansNotesIndex