Marketing management : knowledge and skills / J. Paul Peter, James H. Donnelly, Jr.

Enhanced descriptions from Syndetics:

Marketing Management: Knowledge and Skills, 8/e, by Peter and Donnelly, serves an overview for critical issues in marketing management. This 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 provided by Syndetics

• Section I 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 Strategy
• Chapter 7 New Product Planning and Development
• Chapter 8 Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
• 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 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