MARKETING MANAGEMENT - Rilegato

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

Rilegato

ISBN 10: 0073381136 ISBN 13: 9780073381138

Casa editrice: McGraw-Hill Higher Education, 2008

Riassunto

Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students’ knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

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

Chapter Four: Business, Government, and Institutional Buying

Chapter Five: Market Segmentation

Part C The Marketing Mix

Chapter Six: Product and Brand 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 Internet Sources of Marketing Information

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

Su questa edizione

• Editore: McGraw-Hill Higher Education
• Data di pubblicazione: 2008
• ISBN 10: 0073381136
• ISBN 13: 9780073381138
• Rilegatura: Copertina rigida
• Numero di pagine: 800