9780078028847

Preface to Marketing Management

by ;
  • ISBN13:

    9780078028847

  • ISBN10:

    0078028841

  • Edition: 13th
  • Format: Paperback
  • Copyright: 1/11/2012
  • Publisher: McGraw-Hill Education
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Summary

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

SECTION IV – DEVELOPING MARKETING PLANS

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