Marketing Management
ISBN: 9780073381138 | 0073381136
Edition: 9thFormat: Hardcover
Publisher: McGraw-Hill/Irwin
Pub. Date: 10/3/2008
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Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.
| Essentials of Marketing Management | |
| Introduction | |
| Strategic Planning and the Marketing Management Process | |
| Marketing Information, Research, and Understanding the Target Market | |
| Marketing Research: Process and Systems for Decision Making | |
| Consumer Behavior | |
| Business, Government, and Institutional Buying | |
| Market Segmentation | |
| The Marke... MORE | |
| Product and Brand Strategy | |
| New Product Planning and Development | |
| Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing | |
| Personal Selling, Relationship Building, and Sales Management | |
| Distribution Strategy | |
| Pricing Strategy | |
| Marketing in Special Fields | |
| The Marketing of Services | |
| Global Marketing | |
| Analyzing Marketing Problems and Cases | |
| Financial Analysis for Marketing Decisions | |
| Internet Exercises and Sources of Marketing Information | |
| Internet Exercises | |
| Internet Sources of Marketing Information | |
| Marketing Management Cases | |
| Market Opportunity Analysis | |
| Product Strategy | |
| Promotion Strategy | |
| Distribution Strategy | |
| Pricing Strategy | |
| Social and Ethical Issues in Marketing Management | |
| Strategic Marketing Cases | |
| Developing Marketing Plans | |
| Table of Contents provided by Publisher. All Rights Reserved. |
