Preface to Marketing Management

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  • Edition: 12th
  • Format: Paperback
  • Copyright: 2010-01-25
  • Publisher: McGraw-Hill/Irwin
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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
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
Developing Marketing Plans
Table of Contents provided by Publisher. All Rights Reserved.

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Customer Reviews

A wonderful introduction to marketing management March 19, 2011
This textbook provides the right content for an entry level person in the marketing function or any person supporting the marketing department. It is easy to read and provides the framework of what marketing is all about. This textbook is an easily understood source for practical marketing and helps sales people to acquire a non-complicated view of today's marketing. Service is great arrived in timely fashion. This product is more than advertised. Very pleased.
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Preface to Marketing Management: 4 out of 5 stars based on 1 user reviews.

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