A preface to marketing management / J. Paul Peter, James H. Donnelly

By:

Peter, J. Paul

Contributor(s):

Donnelly, James H [author]

Material type:

TextPublication details: New York : McGraw-Hill, c2013 Edition: 13th edDescription: xv, 268 pages : illustrations ; 25 cmISBN:

9780071318020
007131802X

Subject(s):

LOC classification:

HF 5415.3 .P49 2013

Contents:

1. Strategic Planning and the Marketing Management Process -- 2. Marketing Research: Process and Systems for Decision Making -- 3. Consumer Behavior -- 4. Business, Government, and Institutional Buying -- 5. Market Segmentation -- 6. Product and Brand Strategy -- 7. New Product Planning and Development -- 8. Integrated Marketing Communications -- 9. Personal Selling, Relationship Building, and Sales Management -- 10. Distribution Strategy -- 11. Pricing Strategy -- 12. The Marketing of Services -- 13. Global Marketing.

Summary: Preface to Marketing Management, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition 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.

Tags from this library: No tags from this library for this title. Log in to add tags.

Average rating: 0.0 (0 votes)

Holdings
Cover image	Item type	Current library	Home library	Collection	Shelving location	Call number	Materials specified	Vol info	URL	Copy number	Status	Notes	Date due	Barcode	Item holds	Item hold queue priority	Course reserves
	Open Shelf	Albukhary International University LEVEL 2				HF 5415.13 .P49 2013 (Browse shelf(Opens below))					Available			1100024147

Total holds: 0

Includes bibliographical references and indexes.

1. Strategic Planning and the Marketing Management Process --
2. Marketing Research: Process and Systems for Decision Making --
3. Consumer Behavior --
4. Business, Government, and Institutional Buying --
5. Market Segmentation --
6. Product and Brand Strategy --
7. New Product Planning and Development --
8. Integrated Marketing Communications --
9. Personal Selling, Relationship Building, and Sales Management --
10. Distribution Strategy --
11. Pricing Strategy --
12. The Marketing of Services --
13. Global Marketing.

Preface to Marketing Management, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition 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.

There are no comments on this title.

to post a comment.