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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.
Table of Contents
|Essentials of Marketing Management|
|Strategic Planning and the Marketing Management Process|
|Marketing Information, Research,and Understanding the Target Market|
|Marketing Research: Process and Systems for Decision Making|
|Business, Government, and Institutional Buying|
|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|
|Marketing in Special Fields|
|The Marketing of Services|
|Analyzing Marketing Problems and Cases|
|Financial Analysis For Marketing Decisions|
|Developing Marketing Plans|
|Table of Contents provided by Publisher. All Rights Reserved.|