Marketing Management: Knowledge and Skills / Edition 7

Marketing Management: Knowledge and Skills / Edition 7

by J. Paul Peter, James H. Jr. Donnelly, James H. Donnelly, James H. Donnelly
     
 

ISBN-10: 0072552174

ISBN-13: 9780072552171

Pub. Date: 03/25/2003

Publisher: McGraw-Hill/Irwin

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…  See more details below

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.

Product Details

ISBN-13:
9780072552171
Publisher:
McGraw-Hill/Irwin
Publication date:
03/25/2003
Series:
The McGraw-Hill/Irwin Series in Marketing
Edition description:
Older Edition
Pages:
896
Product dimensions:
8.10(w) x 10.10(h) x 1.50(d)

Table of Contents

Sect. 1Essentials of marketing management1
1Strategic planning and the marketing management process2
2Marketing research : process and systems for decision making28
3Consumer behavior41
4Business, government, and institutional buying56
5Market segmentation68
6Product strategy82
7New product planning and development98
8Integrated marketing communications : advertising, sales promotion, public relations, and direct marketing111
9Personal selling, relationship building, and sales management129
10Distribution strategy145
11Pricing strategy162
12The marketing of services174
13Global marketing190
Sect. 2Analyzing marketing problems and cases205
Sect. 3Financial analysis for marketing decisions219
Sect. 4Internet exercises and sources of marketing information229
Pt. AInternet exercises231
Pt. BInternet sources of marketing information239
Sect. 5Marketing management cases245
Case group AMarket opportunity analysis247
Case group BProduct strategy294
Case group CPromotion strategy406
Case group DDistribution strategy451
Case group EPricing strategy524
Case group FSocial and ethical issues in marketing management568
Sect. 6Strategic marketing cases629
Sect. 7Developing marketing plans841

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