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Praised in the market for its clear and concise presentation of the basic principles of marketing, the 15th edition, Preface to Marketing Management, continues to be engaging, clear, and conceptually sound.
The 15th 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.
Preface to marketing management also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts. 

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Table of Contents

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Program Details

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