A preface to marketing management
Preface to Marketing Management, 9/e, 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.
What people are saying - Write a review
We haven't found any reviews in the usual places.
Other editions - View all
advantage advertising alternative analysis analyzing approach areas beneﬁts brand equity Burr Ridge buying channels of distribution chapter company’s competitive competitors Consumer Behavior costs cross-functional teams customers decision deﬁned deﬁnition difﬁcult direct marketing discussion effective efﬁcient evaluate example factors Figure ﬁnal ﬁnancial ﬁnd ﬁrm ﬁrm’s ﬁrst ﬁve ﬂow foreign functional groups growth implement important increase industry inﬂuence integrated marketing communications investment involves Irwin/McGraw-Hill journal of Marketing manufacturers market segment market share Marketing Highlight Marketing Management marketing mix marketing plan marketing research marketing strategy needs objectives offer organization organization’s organizational buyers packaging percent performance personal selling problems prod product development product lines products and services proﬁtability proﬁts programs purchase ratios relationship retailers sales force sales promotion salespeople salesperson SBUs selection Source speciﬁc strategic plan success sumers suppliers target market tion types users variables