Preface to Marketing Management

13th Edition

By J. Paul Peter , Jr, James Donnelly

Publication Date: Jan 11, 2012

ISBN:0078028841 / 9780078028847

Language: English

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Imprint: McGraw-Hill/Irwin Publisher: McGraw-Hill Education Dimensions: 10 X .8 Inches (US)

Summary
Table of Contents

Main Description

Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition 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.

SECTION I – ESSENTIALS OF MARKETING

Part A – Introduction

Chapter 1: Strategic Planning and the Marketing Management Process

Part B – Marketing Information, Research, and Understanding

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 II – ANALYZING MARKETING PROBLEMS AND CASES

SECTION III – FINANCIAL ANALYSIS FOR MARKETING DECISIONS

SECTION IV – DEVELOPING MARKETING PLANS