ISE A Preface to Marketing Management
15th Edition
1260287254
·
9781260287257
© 2019 | Published: January 24, 2018
Preface to Marketing Management, 15e, by Peter and Donnelly, is praised in the market for its clear and concise presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure…
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SECTION I - ESSENTIALS OF MARKETING
Part A - Introduction
Chapter 1: Strategic Planning and the Marketing Management Process
Part B - Marketing Information, Research, and Understanding
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 II - ANALYZING MARKETING PROBLEMS AND CASES
SECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION IV - DEVELOPING MARKETING PLANS
Preface to Marketing Management, 15e, by Peter and Donnelly, is praised in the market for its clear and concise presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure understanding. By offering an engaging, clear, and conceptually sound text, this book has been able to maintain its position as a leading marketing management text.
The fifteenth 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.
The fifteenth 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.
For Connect? users, the ReadAnywhere App is a free, downloadable app available on iOS and Android mobile devices. It gives students mobile freedom to access their eBook anywhere, even offline, on their smartphone or tablet. Once chapters are downloaded, students can use the same tools that are available in the eBook. Any notes or highlights they make in the eBook will sync across platforms. Visit https://www.mheducation.com/highered/explore/readanywhere.html for more information.
The Format: This brief, flexible paperback works in a variety of classroom settings and gives the foundation of marketing management while allowing the instructor to use additional materials such as cases, readings, web research, and other texts to build knowledge.
E-Commerce topics integrated throughout the book to underscore the importance of the Internet in the management of marketing plans and show students how they must manage the Internet in order to find effective and efficient means of making the business meet the needs of the customer.
Market Segmentation Discussion: The text presents the development of a comprehensive list of segmentation bases, additional discussion of geo-demographic segmentation, and expanded coverage of product positioning.
Integrated Social and Ethical Dimensions of Marketing: Social and Ethical Dimensions of Marketing are integrated throughout the text.
How to Analyze Marketing Problems and Cases: Section II presents a very practical and comprehensive framework for analyzing, preparing, and presenting case analyses. It includes discussions of what a case is, student preparation for said discussions and written analysis, the pitfalls to avoid in such case analysis and oral presentation preparation. It has been praised by both instructors and students.
Coverage of Financial Tools Used in Decision-Making: Section III presents important financial calculations that will be useful in evaluating the financial position of a firm and the financial impact of various decisions and strategies.
Coverage of Developing Marketing Plans: Section IV provides a complete format for structuring and presenting a marketing plan, including specific questions to ask in competitive analysis, the development of well-slated objectives, analyzing customers, and implementation and control.
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