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Preface to Marketing Management

Preface to Marketing Management


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About the Book

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.

Table of Contents:
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

About the Author :
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.


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Product Details
  • ISBN-13: 9780071283359
  • Publisher: McGraw-Hill Education - Europe
  • Publisher Imprint: McGraw-Hill Professional
  • Height: 254 mm
  • Spine Width: 10 mm
  • Width: 203 mm
  • ISBN-10: 0071283358
  • Publisher Date: 16 Jan 2008
  • Binding: Paperback
  • Language: English
  • Weight: 490 gr


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