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Preface to Marketing Management

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Preface to Marketing Management



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Preface to Marketing Management by J.Paul Peter
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"Preface to Marketing Management, 12e", by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text serves as an overview for critical issues in marketing management. Its brief, inexpensive, paperback format makes it a perfect fit for instructors who assign cases, readings, simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.

Table of Contents

SECTION I - ESSENTIALS OF MARKETING MANAGEMENT PART A: INTRODUCTION Chapter 1 Strategic Planning and the Marketing Management Process PART B: MARKETING INFORMATION, RESEARCH,AND UNDERSTANDING THE TARGET MARKET Chapter 2 Marketing Research: Process and Systems for Decision Making Chapter 3 Consumer Behavior Chapter 4 Business, Government, and Institutional Buying Chapter 5 Market Segmentation PART C: THE MARKETING MIX Chapter 6 Product and Brand Strategy Chapter 7 New Product Planning and Development Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing Chapter 9 Personal Selling, Relationship Building , and Sales Management Chapter 10 Distribution Strategy Chapter 11 Pricing Strategy PART D: MARKETING IN SPECIAL FIELDS Chapter 12 The Marketing of Services Chapter 13 Global Marketing SECTION II - ANALYZING MARKETING PROBLEMS AND CASES SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION IV - DEVELOPING MARKETING PLANS

Author Biography

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.
Release date Australia
February 1st, 2010
Country of Publication
United States
12th Revised edition
McGraw Hill Higher Education
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