MARKETING MANAGEMENT - Rilegato

Peter, J. Paul; Donnelly, Jr, James

Rilegato

ISBN 10: 0073530050 ISBN 13: 9780073530055

Casa editrice: McGraw-Hill Education, 2010

Riassunto

Marketing Management, 10e, 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 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.

Contenuti:

SECTION 1--ESSENTIALS OF MARKETING MANAGEMENT

PART A: INTRODUCTION

Chapter 1 Strategic Planning and the Marketing Management Process

PART B: MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET

Chapter 2 Marketing Research: Process and Systems for Decision Making

Chapter 3 Consumer Behavior

Chapter 4 Business, Government, and Institutional Buying

Chapter 5 Market Segmentation

PART C: THE MARKETING MIX

Chapter 6 Product and Brand Strategy

Chapter 7 New Product Planning and Development

Chapter 8 Integrated Marketing Communications

Chapter 9 Personal Selling, Relationship Building, and Sales Management

Chapter 10 Distribution Strategy

Chapter 11 Pricing Strategy

PART D: MARKETING IN SPECIAL FIELDS

Chapter 12 The Marketing of Services

Chapter 13 Global Marketing

SECTION 2--ANALYZING MARKETING PROBLEMS AND CASES

SECTION 3--FINANCIAL ANALYSIS FOR MARKETING DECISIONS

SECTION 4--INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION

Part A – Internet Exercises

Part B – Internet Sources of Marketing Information

SECTION 5--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 6--STRATEGIC MARKETING CASES

SECTION 7--DEVELOPING MARKETING PLANS

Su questa edizione

• Editore: McGraw-Hill Education
• Data di pubblicazione: 2010
• ISBN 10: 0073530050
• ISBN 13: 9780073530055
• Rilegatura: Copertina rigida
• Numero di pagine: 830