Marketing management : knowledge and skills


Marketing management : knowledge and skills

J. Paul Peter, James H. Donnelly, Jr

McGraw-Hill Irwin, c2011

10th ed

大学図書館所蔵 件 / 5



Includes bibliographical references and index



"Marketing Management, 10e", 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.


SECTION 1--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 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 2--ANALYZING MARKETING PROBLEMS AND CASES SECTION 3--FINANCIAL ANALYSIS FOR MARKETING DECISIONS SECTION 4--INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION Part A - Internet Exercises Part B - Internet Sources of Marketing Information SECTION 5--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 6--STRATEGIC MARKETING CASES SECTION 7--DEVELOPING MARKETING PLANS

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