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Marketing Management,9780077861056
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Marketing Management

by ;
Edition:
11th
ISBN13:

9780077861056

ISBN10:
0077861051
Format:
Hardcover
Pub. Date:
10/11/2012
Publisher(s):
McGraw-Hill/Irwin
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Summary

Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in developing successful marketing strategies. The six stage learning approach is the focus text. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

Table of Contents

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 – MARKETING MANAGEMENT CASES

Case Group A: Market Opportunity Analysis

Case 1: McDonald’s Corporation

Case 2: Southwest Airlines

Case 3: South Delaware Coors, Inc.

Case 4: Ruth’s Chris: The High Stakes of International Expansion

Case 5: Coach, Inc.: Is Its Advantage in Luxury Handbags Sustainable?

Case 6: Panera Bread Company

Case Group B: Product Strategy

Case 7: Starbucks – Early 2008

Case 8: Your Home is a Good Place, Inc.

Case 9: easyCar.com

Case 10: The Lego Group: Building Strategy

Case 11: The Launch of the Sony PlayStation 3

Case Group C: Promotion Strategy

Case 12: Mountain Dew: Selecting New Creative

Case 13: Red Bull

Case 14: “Hips Feel Good” – Dove’s Campaign for Real Beauty

Case Group D: Distribution Strategy

Case 15: IKEA’s Global Strategy: Furnishing the World

Case 16: Pets.com Inc.: Rise and Decline of a Pet Supply Retailer

Case 17: organicKidz: Marketing Strategy

Case 18: The Challenges Facing eBay in 2008: Time for a Change in Strategy?

Case 19: Wal-Mart Stores Inc. in 2008: Management’s Initiatives to Transform the Company and Curtail Wal-Mart Bashing

Case Group E: Pricing Strategy

Case 20: Schwinn Bicycles

Case 21: Cowgirl Chocolates

Case 22: Clearwater Technologies

Case Group F: Social and Ethical Issues in Marketing Management

Case 23: E. & J. Gallo Winery (2007)

Case 24: Abercrombie & Fitch: An Upscale Sporting Goods Retailer Becomes a Leader in Trendy Apparel

SECTION V – STRATEGIC MARKETING CASES

Case 1: Yum! Brands, Pizza Hut, and KFC

Case 2: Apple Inc. in 2010

Case 3: EMR Innovations

Case 4: Gap Inc. in 2010: Is the Turnaround Strategy Working?

Case 5: Harley-Davidson, Inc. – Motorcycle Division

Case 6: PepsiCo’s Diversification Strategy in 2008

Case 7: Expresso Espresso

Case 8: Pespironics, Incorporated: Take a Deep Breath

Case 9: Research in Motion – Entering a New Era

Case 10: Dell Inc. in 2008: Can It Overtake Hewlett-Packard as the Worldwide Leader in Personal Computers?

SECTION VI – DEVELOPING MARKETING PLANS



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