A Preface To Marketing Management 15th Global Edition

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Item specifics

Condition
Brand New: A new, unread, unused book in perfect condition with no missing or damaged pages. See all condition definitionsopens in a new window or tab
Actual ISBN
9781260287257
Version
Global Edition
Book Format
Softcover
ISBN
9781260300161
Category

About this product

Product Identifiers

Publisher
Mcgraw-Hill Education
ISBN-10
1260300161
ISBN-13
9781260300161
eBay Product ID (ePID)
242415271

Product Key Features

Number of Pages
576 Pages
Publication Name
Loose Leaf for a Preface to Marketing Management
Language
English
Publication Year
2018
Subject
Marketing / General
Type
Textbook
Author
James H. Donnelly Jr., J. Paul Peter
Subject Area
Business & Economics
Format
Ringbound

Dimensions

Item Height
0.4 in
Item Weight
15.4 Oz
Item Length
9.8 in
Item Width
7.5 in

Additional Product Features

Edition Number
15
Intended Audience
College Audience
Grade From
College Freshman
Grade To
College Graduate Student
Table Of Content
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 Chapter 18: Managing Performance Chapter 19: Professional Performance and Sustaining Discipline Chapter 20: The Road Ahead: Challenge and Charge
Synopsis
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.

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