Marketing Management: Knowledge and Skills / Edition 3

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"Marketing Management: Knowledge and Skills: Text, Analysis, Cases, Plans, by J. Paul Peter; James H. Donnelly. Published by Irwin Professional Publishing, , 1992, Third Edition, ... 2nd printing. ISBN: 0256092257. Hard cover, Very Good with No Jacket. Minor shelf wear. Binding tight. A few pages have highlighting. Previous owner's notes inside back cover. 943 pages. Includes indices. #A-0002940" Read more Show Less

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Overview

Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.
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Product Details

  • ISBN-13: 9780256092257
  • Publisher: McGraw-Hill Higher Education
  • Publication date: 6/25/1991
  • Series: Marketing Series
  • Edition description: Older Edition
  • Edition number: 3
  • Pages: 928
  • Product dimensions: 7.65 (w) x 9.45 (h) x 1.67 (d)

Meet the Author

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.

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Table of Contents

Sect. 1 Essentials of marketing management 1
1 Strategic planning and the marketing management process 2
2 Marketing research : process and systems for decision making 28
3 Consumer behavior 41
4 Business, government, and institutional buying 56
5 Market segmentation 68
6 Product strategy 82
7 New product planning and development 98
8 Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing 111
9 Personal selling, relationship building, and sales management 129
10 Distribution strategy 145
11 Pricing strategy 162
12 The marketing of services 174
13 Global marketing 190
Sect. 2 Analyzing marketing problems and cases 205
Sect. 3 Financial analysis for marketing decisions 219
Sect. 4 Internet exercises and sources of marketing information 229
Pt. A Internet exercises 231
Pt. B Internet sources of marketing information 239
Sect. 5 Marketing management cases 245
Case group A Market opportunity analysis 247
Case group B Product strategy 294
Case group C Promotion strategy 406
Case group D Distribution strategy 451
Case group E Pricing strategy 524
Case group F Social and ethical issues in marketing management 568
Sect. 6 Strategic marketing cases 629
Sect. 7 Developing marketing plans 841
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