MARKETING MANAGEMENT

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9780073381138: MARKETING MANAGEMENT

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.

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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.

Dr. James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky. In 1990 he received the first Chancellor¿s Award for Outstanding Teaching given at the University. Previously, he had twice received the UK Alumni Association¿s ¿Great Teacher Award,¿ an award one can only be eligible to receive every ten years. He has also received two ¿Outstanding Teacher¿ awards from Beta Gamma Sigma, national business honorary. In 1992 he received an Acorn Award recognizing ¿Those Who Shape the Future¿ from the Kentucky Advocates for Higher Education. In 1995 he became one of six charter members elected to the Bank Marketing Hall of Fame. He has also received a ¿Distinguished Alumni Award¿ from the University of Maryland. During his career he has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Administrative Science Quarterly, Academy of Management Journal, Journal of Applied Psychology, Journal of Social Psychology, Journal of Business Research, and Operations Research, among others. He is the author of more than a dozen books which have sold more than one million copies. They include both widely adopted academic textbooks as well as professional books. He is very active in the banking industry where he currently serves on the board of directors of the Institute of Certified Bankers and the Bank Marketing Association. He is also the Academic Dean of the ABA¿s School of Bank Marketing and Management.

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

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