Preface to Marketing Management

11 Rev ed
ISBN: 978-0-07-338096-4
Verlag: McGraw-Hill Education - Europe

Buch, Englisch, 288 Seiten, Format (B × H): 204 mm x 251 mm, Gewicht: 490 g

Preface to Marketing Management, 11/e, 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.

Autoren/Hrsg.

Peter, J.Paul

Donnelly Jr., James H.

Donnelly, Jr, James

Fachgebiete

• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Marketing
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Vertrieb

Inhaltsverzeichnis

Section I: Essentials of Marketing ManagementPart A: IntroductionChapter One: Strategic Planning and the Marketing Management ProcessPart B: Marketing Information, Research, and Understanding the Target MarketChapter Two: Marketing Research: Process and Systems for Decision MakingChapter Three: Consumer BehaviorAppendix: Selected Consumer Behavior Data SourcesChapter Four: Business, Government, and Institutional BuyingChapter Five: Market SegmentationPart C: The Marketing MixChapter Six: Product StrategyChapter Seven: New Product Planning and DevelopmentChapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct MarketingAppendix: Major Federal Agencies Involved in Control of AdvertisingChapter Nine: Personal Selling, Relationship Building, and Sales ManagementChapter Ten: Distribution StrategyChapter ElevenPricing StrategyPart D: Marketing in Special FieldsChapter Twelve: The Marketing of ServicesChapter Thirteen: Global MarketingSection II: Analyzing Market Problems and CasesSection III: Financial Analysis for Marketing DecisionsSection IV: Developing Marketing PlansNotesIndex

Über Autor(innen)

Peter, J.Paul
J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education.

Donnelly, Jr, James
James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky.  Research areas include marketing and banking.