Marketing Management 8th edition (9780073137636) -
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Marketing Management

Marketing Management - 8th edition

Marketing Management - 8th edition

ISBN13: 9780073137636

ISBN10: 0073137634

Marketing Management by J. Paul Peter and James H. Donnelly - ISBN 9780073137636
Edition: 8TH 07
Copyright: 2007
Publisher: Richard D. Irwin, Inc.
International: No
Marketing Management by J. Paul Peter and James H. Donnelly - ISBN 9780073137636

ISBN13: 9780073137636

ISBN10: 0073137634

Edition: 8TH 07

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Marketing Management: Knowledge and Skills, 8/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 40 cases (12 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.

Table of Contents

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 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
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 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