ISE A Preface to Marketing Management

J. Paul Peter, James Donnelly (Autoren)

Buch | Softcover

290 Seiten

2018 | 15th edition
McGraw-Hill Education (Verlag)
978-1-260-28725-7 (ISBN)

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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.

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

SECTION I - ESSENTIALS OF MARKETINGPart A - Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B - Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C - The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D - Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV - DEVELOPING MARKETING PLANS

Erscheinungsdatum	03.09.2018
Zusatzinfo	32 Illustrations
Verlagsort	OH
Sprache	englisch
Maße	191 x 249 mm
Gewicht	438 g
Themenwelt	Wirtschaft ► Betriebswirtschaft / Management
ISBN-10	1-260-28725-4 / 1260287254
ISBN-13	978-1-260-28725-7 / 9781260287257
Zustand	Neuware