Preface to Marketing Management
13th Edition
Published on 11. January 2012
Book
Paperback/Softback
288 pages
978-0-07-802884-7 (ISBN)
Description
"Preface to Marketing Management, 13/e", 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 Revised edition
Language
English
Place of publication
London
United States
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Edition type
Revised edition
Dimensions
Height: 254 mm
Width: 20 mm
Thickness: 10 mm
Weight
508 gr
ISBN-13
978-0-07-802884-7 (9780078028847)
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. e Thomas C. Simons Professor presso il Gatton College of Business and Economics della University of Kentucky.
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