Marketing Management : Knowledge and Skills

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

• ISBN13: 9780072552171
• ISBN10: 0072552174
• Edition: 7th
• Format: Hardcover
• Copyright: 2003-03-25
• Publisher: McGraw-Hill/Irwin

Summary

Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Author Biography

James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky.

Table of Contents

Section I Essentials of Marketing Management

Part A Introduction

Chapter One Strategic Planning and the Marketing Management Process

Part B Marketing Information, Research, and Understanding the Target Market

Chapter Two Marketing Research: Process and Systems for Decision Making

Chapter Three Consumer Behavior

Chapter Four Organizational Buying

Chapter Five Market Segmentation

Part C The Marketing Mix

Chapter Six Product Strategy

Chapter Seven New Product Planning and Development

Chapter Eight Integrated Marketing Communications: Advertising and Sales Promotion

Chapter Nine Personal Selling

Chapter Ten Distribution Strategy

Chapter Eleven Pricing Strategy

Part D Marketing in Special Fields

Chapter Twelve The Marketing of Services

Chapter Thirteen Global Marketing

Section II Analyzing Marketing Problems and Cases

Section III Financial Analysis for Marketing Decisions

Section IV Internet Exercises and Sources of Marketing Information

Part A Internet Exercises

Part B Annotated Bibliography of Major Online Databases Used in Marketing

Section V Marketing Management Cases

Case Group A Market Opportunity Analysis

Case Group B Product Strategy

Case Group C Promotion Strategy

Case Group D Distribution Strategy

Case Group E Pricing Strategy

Case Group F Social and Ethical Issues in Marketing Management

Section VI Strategic Marketing Cases

Section VII Developing Marketing Plans