A Preface to Marketing Management https://www.mheducation.com/cover-images/Jpeg_400-high/1260151611.jpeg 15 9781260151619 Preface to Marketing Management, 15e, by Peter and Donnelly, is praised in the market for its clear and concise presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure understanding. By offering an engaging, clear, and conceptually sound text, this book has been able to maintain its position as a leading marketing management text. The fifteenth 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.
A Preface to Marketing Management

A Preface to Marketing Management

15th Edition
By J. Paul Peter and James Donnelly
ISBN10: 1260151611
ISBN13: 9781260151619
Copyright: 2019
09781260151619

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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


About the Author

J. Paul Peter

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.

James Donnelly

James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky.  Research areas include marketing and banking.

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