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9780071259835: MARKETING MANAGEMENT
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Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

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L'autore:
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.
Contenuti:

Section I Essentials of Marketing Management

Part A Introduction

Chapter One Strategic Planning and the Marketing Management Process

Part B Marketing Information, Research, and Understanding the Target Market

Chapter Two Marketing Research: Process and Systems for Decision Making

Chapter Three Consumer Behavior

Chapter Four Business, Government, and Institutional Buying

Chapter Five Market Segmentation

Part C The Marketing Mix

Chapter Six Product Strategy

Chapter Seven New Product Planning and Development

Chapter Eight Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing

Chapter Nine Personal Selling, Relationship Building, and Sales Management

Chapter Ten Distribution Strategy

Chapter Eleven Pricing Strategy

Part D Marketing in Special Fields

Chapter Twelve The Marketing of Services

Chapter Thirteen Global Marketing

Section II Analyzing Marketing Problems and Cases

Section III Financial Analysis for Marketing Decisions

Section IV Internet Exercises and Sources of Marketing Information

Part A Internet Exercises

Part B Annotated Bibliography of Major Online Databases Used in Marketing

Section V Marketing Management Cases

Case Group A Market Opportunity Analysis

Case Group B Product Strategy

Case Group C Promotion Strategy

Case Group D Distribution Strategy

Case Group E Pricing Strategy

Case Group F Social and Ethical Issues in Marketing Management

Section VI Strategic Marketing Cases

Section VII Developing Marketing Plans

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  • EditoreMcGraw-Hill Higher Education
  • Data di pubblicazione2006
  • ISBN 10 007125983X
  • ISBN 13 9780071259835
  • RilegaturaCopertina flessibile
  • Valutazione libreria

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