Marketing Management: Knowledge and Skills / Edition 8

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Overview

Marketing Management, 8/e, by Peter and Donnelly, serves as 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 the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 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: 9780073137636
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/1/2006
  • Edition description: REV
  • Edition number: 8
  • Pages: 832
  • Product dimensions: 7.90 (w) x 9.30 (h) x 1.39 (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
Pt. A Introduction 3
1 Strategic planning and the marketing management process 4
Pt. B Marketing information, research, and understanding the target market 27
2 Marketing research : process and systems for decision making 28
3 Consumer behavior 40
4 Business, government, and institutional buying 54
5 Market segmentation 65
Pt. C The marketing MIX 79
6 Product strategy 80
7 New product planning and development 96
8 Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing 110
9 Personal selling, relationship building, and sales management 130
10 Distribution strategy 146
11 Pricing strategy 163
Pt. D Marketing in special fields 173
12 The marketing of services 174
13 Global marketing 189
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 245
Case Group B Product strategy 281
Case Group C Promotion strategy 354
Case Group D Distribution strategy 400
Case Group E Pricing strategy 478
Case Group F Social and ethical issues in marketing management 534
Sect. 6 Strategic marketing cases 581
Sect. 7 Developing marketing plans 777
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