Marketing Management: Knowledge and Skills / Edition 3

Marketing Management: Knowledge and Skills / Edition 3

by J. Paul Peter, James H. Donnelly
     
 

ISBN-10: 0256092257

ISBN-13: 9780256092257

Pub. Date: 06/25/1991

Publisher: McGraw-Hill Higher Education

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

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:
9780256092257
Publisher:
McGraw-Hill Higher Education
Publication date:
06/25/1991
Series:
Marketing Series
Edition description:
Older Edition
Pages:
928
Product dimensions:
7.65(w) x 9.45(h) x 1.67(d)

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

Organizational Buying

Chapter Five

Market Segmentation

Part C

The Marketing Mix

Chapter Six

Product Strategy

Chapter Seven

New Product Planning and Development

Chapter Eight

Integrated Marketing Communications: Advertising and Sales Promotion

Chapter Nine

Personal Selling

Chapter Ten

Distribution Strategy

Chapter Eleven

Pricing Strategy

Part D

Marketing in Special Fields

Chapter 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

Annotated Bibliography of Major Online Databases Used in Marketing

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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