Authors: J. Paul Peter, James H. Donnelly
ISBN-13: 9780073529967, ISBN-10: 0073529966
Format: Paperback
Publisher: McGraw-Hill Companies, The
Date Published: January 2010
Edition: 12nd Edition
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.
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.
Sect. I | Essentials of marketing management | 1 |
Ch. 1 | Strategic planning and the marketing management process | 2 |
Ch. 2 | Marketing research : process and systems for decision making | 26 |
Ch. 3 | Consumer behavior | 38 |
Ch. 4 | Business, government, and institutional buying | 52 |
Ch. 5 | Market segmentation | 63 |
Ch. 6 | Product strategy | 78 |
Ch. 7 | New product planning and development | 94 |
Ch. 8 | Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing | 108 |
Ch. 9 | Personal selling, relationship building, and sales management | 128 |
Ch. 10 | Distribution strategy | 144 |
Ch. 11 | Pricing strategy | 161 |
Ch. 12 | The marketing of services | 172 |
Ch. 13 | Global marketing | 187 |
Sect. II | Analyzing marketing problems and cases | 203 |
Sect. III | Financial analysis for marketing decisions | 217 |
Sect. IV | Developing marketing plans | 227 |