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A Preface To Marketing Management 12th Edition

by J. Paul Peter (Author), James Donnelly, Jr (Author)
4.5 4.5 out of 5 stars 22 ratings
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A Preface to Marketing Management
A Preface to Marketing Management
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Preface to Marketing Management, 12e, 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.
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  1. ISBN-10
    0073529966
  2. ISBN-13
    978-0073529967
  3. Edition
    12th
  4. Publisher
    McGraw-Hill/Irwin
  5. Publication date
    January 25, 2010
  6. Language
    English
  7. Dimensions
    8 x 0.5 x 10 inches
  8. Print length
    272 pages
  9. See all details
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Editorial Reviews

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.

Product details

  • Publisher ‏ : ‎ McGraw-Hill/Irwin; 12th edition (January 25, 2010)
  • Language ‏ : ‎ English
  • Paperback ‏ : ‎ 272 pages
  • ISBN-10 ‏ : ‎ 0073529966
  • ISBN-13 ‏ : ‎ 978-0073529967
  • Item Weight ‏ : ‎ 1.05 pounds
  • Dimensions ‏ : ‎ 8 x 0.5 x 10 inches
  • Customer Reviews:
    4.5 4.5 out of 5 stars 22 ratings

Customer reviews

4.5 out of 5 stars
4.5 out of 5
22 global ratings

Top reviews from the United States

HK
5.0 out of 5 stars Great book...Easy to Read
Reviewed in the United States on October 2, 2011
Verified Purchase
We are using this book in our class and it is very easy to read. Each chapter is about 10 to 15 pages. It provides excellent amount of information and covers many different marketing strategies. This is a book I will keep for future reference after my MBA program.
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Georgina
4.0 out of 5 stars Works
Reviewed in the United States on June 27, 2013
Verified Purchase
Worked for the intended purpose - class. Great descriptions of marketing faucets and parts. I recommend if you are new and want an understanding of marketing.
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Adrienne
5.0 out of 5 stars Enjoyed reading this for school
Reviewed in the United States on January 22, 2013
Verified Purchase
Great information and great examples of the how the top industry players have marketed in the past. Short, concise chapters are great as well.
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Dahir Nur
5.0 out of 5 stars A+
Reviewed in the United States on May 20, 2013
Verified Purchase
This is excellent textbook, very small, but provided to me a very powerful information that helped me succeed in my graduate studies.
One person found this helpful
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Cordelia J
3.0 out of 5 stars Three Stars
Reviewed in the United States on April 3, 2015
Verified Purchase
The book is good in quality and shipment. but, This version is too old.
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Bin Lin
4.0 out of 5 stars Four Stars
Reviewed in the United States on November 29, 2014
Verified Purchase
good book.
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Joey
5.0 out of 5 stars Great book for marketing professionals.
Reviewed in the United States on February 22, 2011
Verified Purchase
This is an excellent book for marketing professionals who want to get back to basics and it is an extremely good book for those getting into the game.
One person found this helpful
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Nancy A. Treder
5.0 out of 5 stars Awesome! Started reading this and couldn't put it down
Reviewed in the United States on February 6, 2015
Verified Purchase
Awesome! Started reading this and couldn't put it down. I love the stats!!!
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