Preface to Marketing Management

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

• ISBN13: 9780073529967
• ISBN10: 0073529966
• Edition: 12th
• Format: Paperback
• Copyright: 2010-01-25
• Publisher: McGraw-Hill/Irwin

Summary

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

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

Developing Marketing Plans

Table of Contents provided by Publisher. All Rights Reserved.