Preface to Marketing Management - Brossura

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

Brossura

ISBN 10: 007296216X ISBN 13: 9780072962161

Casa editrice: McGraw-Hill Higher Education, 2005

Riassunto

Preface to Marketing Management, 10/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.

Su questo libro

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

Appendix: Selected Consumer Behavior Data Sources

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

Appendix: Major Federal Agencies Involved in Control of Advertising

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 Market Problems and Cases

Section III: Financial Analysis for Marketing Decisions

Section IV: Developing Marketing Plans

Notes

Index

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2005
• ISBN 10: 007296216X
• ISBN 13: 9780072962161
• Rilegatura: Copertina flessibile
• Numero di pagine: 272