Marketing Management / Edition 11

Marketing Management / Edition 11

by J. Paul Peter, Jr, James Donnelly James
     
 

Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach

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Overview

Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach is the focus of the text. 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.

Product Details

ISBN-13:
9780077861056
Publisher:
McGraw-Hill Professional Publishing
Publication date:
10/19/2012
Edition description:
New Edition
Pages:
816
Sales rank:
84,313
Product dimensions:
8.30(w) x 10.30(h) x 0.50(d)
Age Range:
18 Years

Table of Contents

SECTION I Essentials of Marketing Management Part A Introduction Chapter One: Strategic Planning and the Marketing Management Process Part B Marketing Information, Research, and Understanding the Target Market Chapter Two: Marketing Research: Process and Systems for Decision Making Chapter Three: Consumer Behavior Chapter Four: Business, Government, and Institutional Buying Chapter Five: Market Segmentation Part C The Marketing Mix Chapter Six: Product and Brand Strategy Chapter Seven: New Product Planning and Development Chapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter Nine: Personal Selling, Relationship Building, and Sales Management Chapter Ten: Distribution Strategy Chapter Eleven: Pricing Strategy Part D Marketing in Special FieldsChapter Twelve: The Marketing of Services Chapter Thirteen: Global Marketing SECTION II Analyzing Marketing Problems and Cases SECTION III Financial Analysis for Marketing Decisions SECTION IV Internet Exercises and Sources of Marketing Information Part A Internet Exercises Part B Internet Sources of Marketing Information SECTION V 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 VI Strategic Marketing Cases SECTION VII Developing Marketing Plans

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