Marketing Management

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

• ISBN13: 9780073381138
• ISBN10: 0073381136
• Edition: 9th
• Format: Hardcover
• Copyright: 2008-10-03
• Publisher: McGraw-Hill/Irwin

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.

Table of Contents

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

Table of Contents provided by Publisher. All Rights Reserved.