Preface to Marketing Management. J. Paul Peter and James H. Donnelly

Preface to Marketing Management. J. Paul Peter and James H. Donnelly

by J. Paul Peter



Product Details

ISBN-13: 9780071318020
Publisher: McGraw-Hill Higher Education
Publication date: 02/28/2012
Product dimensions: 6.00(w) x 1.25(h) x 9.00(d)

About 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.

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
Appendix: Selected Consumer Behavior Data Sources
Chapter Four: Business, Government, and Institutional 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, Sales Promotion, Public Relations, and Direct Marketing
Appendix: Major Federal Agencies Involved in Control of Advertising
Chapter Nine: Personal Selling, Relationship Building, and Sales Management
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 Market Problems and Cases
Section III: Financial Analysis for Marketing Decisions
Section IV: Developing Marketing Plans

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