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Preface to Marketing Management

ISBN-10: 0078028841
ISBN-13: 9780078028847
Edition: 13th 2013
List price: $195.67 Buy it from $42.05
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Description: Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth edition serves as an overview for critical issues in marketing management. Its  More...

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Book details

List price: $195.67
Edition: 13th
Copyright year: 2013
Publisher: McGraw-Hill Higher Education
Publication date: 1/11/2012
Binding: Paperback
Pages: 288
Size: 8.00" wide x 10.25" long x 0.50" tall
Weight: 1.386
Language: English

Preface to Marketing Management, 13e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The thirteenth 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.

John Langan has taught reading and writing at Atlantic Cape Community College near Atlantic City, New Jersey, for more than twenty-five years. The author of a popular series of college textbooks on both writing and reading, John enjoys the challenge of developing materials that teach skills in an especially clear and lively way. Before teaching, he earned advanced degrees in writing at Rutgers University and in reading at Rowan University. He also spent a year writing fiction that, he says, is now at the back of a drawer waiting to be discovered and acclaimed posthumously. While in school, he supported himself by working as a truck driver, a machinist, a battery assembler, a hospital attendant, and an apple packer. John now lives with his wife, Judith Nadell, near Philadelphia. In addition to his wife and Philly sports teams, his passions include reading and turning on nonreaders to the pleasure and power of books. Through Townsend Press, his educational publishing company, he has developed the nonprofit Townsend Library, a collection of more than a hundred new and classic stories.J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.

James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.

Essentials of Marketing Management
Introduction
Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
Marketing's Role in Cross-Functional Strategic Planning
Summary
Appendix
Portfolio Models
Marketing Information, Research, and Understanding the Target Market
Marketing Research: Process and Systems for Decision Making
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research
Performance of the Research
Processing of Research Data
Preparation of the Research Report
Limitations of the Research Process
Marketing Information Systems
Summary
Consumer Behavior
Social Influences on Consumer Decision Making
Culture and Subculture
Social Class
Reference Groups and Families
Marketing Influences on Consumer Decision Making
Product Influences
Price Influences
Promotion Influences
Place Influences
Situational Influences on Consumer Decision Making
Psychological Influences on Consumer Decision Making
Product Knowledge
Product Involvement
Consumer Decision Making
Need Recognition
Alternative Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Summary
Business, Government, and Institutional Buying
Categories of Organizational Buyers
Producers
Intermediaries
Government Agencies
Other Institutions
The Organizational Buying Process
Purchase-Type Influences on Organizational Buying
Straight Rebuy
Modified Rebuy
New Task Purchase
Structural Influences on Organizational Buying
Purchasing Roles
Organization-Specific Factors
Purchasing Policies and Procedures
Behavioral Influences on Organizational Buying
Personal Motivations
Role Perceptions
Stages in the Organizational Buying Process
Organizational Need
Vendor Analysis
Purchase Activities
Postpurchase Evaluation
Summary
Market Segmentation
Delineate the Firm's Current Situation
Determine Consumer Needs and Wants
Divide Markets on Relevant Dimensions
A Priori versus Post Hoc Segmentation
Relevance of Segmentation Dimensions
Bases for Segmentation
Develop Product Positioning
Decide Segmentation Strategy
Design Marketing Mix Strategy
Summary
The Marketing Mix
Product and Brand Strategy
Basic Issues in Product Management
Product Definition
Product Classification
Product Quality and Value
Product Mix and Product Line
Branding and Brand Equity
Packaging
Product Life Cycle
Product Adoption and Diffusion
The Product Audit
Deletions
Product Improvement
Organizing for Product Management
Summary
New Product Planning and Development
New Product Strategy
New Product Planning and Development Process
Idea Generation
Idea Screening
Project Planning
Product Development
Test Marketing
Commercialization
The Importance of Time
Some Important New Product Decisions
Quality Level
Product Features
Product Design
Product Safety
Causes of New Product Failure
Need for Research
Summary
Integrated Marketing Communications
Strategic Goals of Marketing Communication
Create Awareness
Build Positive Images
Identify Prospects
Build Channel Relationships
Retain Customers
The Promotion Mix
Integrated Marketing Communications
Advertising: Planning and Strategy
Objectives of Advertising
Advertising Decisions
The Expenditure Question
The Allocation Question
Sales Promotion
Push versus Pull Marketing
Trade Sales Promotions
Consumer Promotions
What Sales Promotion Can and Can't Do
Public Relations
Direct Marketing
Summary
Appendix
Major Federal Agencies Involved in Control of Advertising
Personal Selling, Relationship Building, and Sales Management
Importance of Personal Selling
The Sales Process
Objectives of the Sales Force
The Sales Relationship-Building Process
People Who Support the Sales Force
Managing the Sales and Relationship-Building Process
The Sales Management Task
Controlling the Sales Force
Motivating and Compensating Performance
Summary
Distribution Strategy
The Need for Marketing Intermediaries
Classification of Marketing Intermediaries and Functions
Channels of Distribution
Selecting Channels of Distribution
Specific Considerations
Managing a Channel of Distribution
Relationship Marketing in Channels
Vertical Marketing Systems
Wholesaling
Store and Nonstore Retailing
Store Retailing
Nonstore Retailing
Summary
Pricing Strategy
Demand Influences on Pricing Decisions
Demographic Factors
Psychological Factors
Price Elasticity
Supply Influences on Pricing Decisions
Pricing Objectives
Cost Considerations in Pricing
Product Considerations in Pricing
Environmental Influences on Pricing Decisions
Competition
Government Regulations
A General Pricing Model
Set Pricing Objectives
Evaluate Product-Price Relationships
Estimate Costs and Other Price Limitations
Analyze Profit Potential
Set Initial Price Structure
Change Price as Needed
Summary
Marketing in Special Fields
The Marketing of Services
Important Characteristics of Services
Intangibility
Inseparability
Perishability and Fluctuating Demand
Client Relationship
Customer Effort
Uniformity
Providing Quality Services
Customer Satisfaction Measurement
The Importance of Internal Marketing
Overcoming the Obstacles in Service Marketing
Limited View of Marketing
Limited Competition
Noncreative Management
No Obsolescence
The Service Challenge
Banking
Health Care
Insurance
Travel
Implications for Service Marketers
Summary
Global Marketing
The Competitive Advantage of Nations
Organizing for Global Marketing
Problems with Entering Foreign Markets
Organizing the Multinational Company
Programming for Global Marketing
Global Marketing Research
Global Product Strategy
Global Distribution Strategy
Global Pricing Strategy
Global Advertising and Sales Promotion Strategy
Entry and Growth Strategies for Global Marketing
Summary
Analyzing Marketing Problems and Cases
A Case Analysis Framework
Analyze and Record the Current Situation
Analyze and Record Problem and Their Core Elements
Formulate, Evaluate, and Record Alternative Courses of Action
Select and Record the Chosen Alternative and Implementation Details
Pitfalls to Avoid in Case Analysis
Communicating Case Analyses
The Written Report
The Oral Presentation
Summary
Financial Analysis for Marketing Decisions
Financial Analysis
Break-Even Analysis
Net Present Value Analysis
Ratio Analysis
Summary
Developing Marketing Plans
A Marketing Plan Framework
Title Page
Executive Summary
Table of Contents
Introduction
Situational Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Summary
Appendix-Financial Analysis
References
Summary
Chapter Notes
Index

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