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Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition 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
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