Marketing Management

by Peter, J. Paul; Donnelly, James H., Jr.

Edition:

9th

ISBN13:

9780073381138

ISBN10:

0073381136

Format:

Hardcover

Pub. Date:

10/3/2008

Publisher(s):

McGraw-Hill/Irwin

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Summary

Marketing Management, 9/e, by Peter and Donnelly, 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 utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. 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.

Essentials of Marketing Management
Introduction
Strategic Planning and the Marketing Management Process
Marketing Information, Research, and Understanding the Target Market
Marketing Research: Process and Systems for Decision Making
Consumer Behavior
Business, Government, and Institutional Buying
Market Segmentation
The Marketing Mix
Product and Brand Strategy
New Product Planning and Development
Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Personal Selling, Relationship Building, and Sales Management
Distribution Strategy
Pricing Strategy
Marketing in Special Fields
The Marketing of Services
Global Marketing
Analyzing Marketing Problems and Cases
Financial Analysis for Marketing Decisions
Internet Exercises and Sources of Marketing Information
Internet Exercises
Internet Sources of Marketing Information
Marketing Management Cases
Market Opportunity Analysis
Product Strategy
Promotion Strategy
Distribution Strategy
Pricing Strategy
Social and Ethical Issues in Marketing Management
Strategic Marketing Cases
Developing Marketing Plans
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