Preface to Marketing Management (MCGRAW HILL/IRWIN SERIES IN MARKETING) - Softcover

Peter-Donnelly

Softcover

ISBN 10: 0256122512 ISBN 13: 9780256122510

Publisher: Irwin Professional Publishing, 1993

Synopsis

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.

About this title

From the Publisher:

Increased coverage of cross-functional teams: Each chapter has cross-functional examples, coverage, and topics woven throughout the text. The text demonstrates how teams of people representing all areas of business work together to solve problems and create business strategies. Example coverage of cross-functional teams can be seen in Chapter 1 (Strategic Planning and the Marketing Management Process), Chapter 6 (the Product Management discussion), Chapter 9 (Personal Selling). This coverage reflects the business world today.
Expanded coverage of marketing research: This expanded coverage offers an emphasis on both qualitative and quantitative research methods. Marketing information systems and sources of marketing research information are also discussed. Preface to Marketing Management also includes new material on marketing research in global markets.
Revised Market Segmentation discussion: This chapter presents the development of a more comprehensive list of segmentation bases, additional discussion of geodemographic segmentation, and expanded coverage of product positioning.
Increased coverage of IMC: A new chapter title reflects the new discussion on the concept of integrated marketing communications. This coverage also includes new material on the advantages and disadvantages of the Internet as an advertising medium.
Revised Distribution Strategy coverage: This chapter now includes new sections on wholesaling. Preface to Marketing Management now presents the use of the Internet for non-store retailing.
Social and Ethical Dimensions of Marketing now integrated. The Social and Ethical Dimensions of Marketing chapter was eliminated in favor of thoroughly integrating this coverage throughout the text and where appropriate.
Expanded supplements package: - The supplements package now includes a TestBank, PowerPoint Lecture Slides, and a Web Supersite. This is an outstanding enhancement to the Eighth Edition.
The Format: The book remains a flexible and brief paperback. This format makes it a perfect fit for a professor who also requires cases, readings, or computer simulations in the class. The format is also appropriate for a cross-functional or team teaching environment where the students are required to purchase several texts. Preface to Marketing Management will also be a perfect fit in situations where the class-time is limited.
The Price: Preface to Marketing Management remains an inexpensive book and approximately $20 less than a traditional marketing text.
Highlights: This feature is extremely well received by both students and professors. The highlights appear throughout the text and feature important information and handy tools for analyzing marketing cases and problems. They have been updated in the Eighth Edition.
Coverage of financial tools used in decision making: Section III covers important financial calculations that are helpful in evaluating the financial position of the firm.
Coverage of developing marketing plans: Section IV presents a marketing plan outline and hints for creating a marketing strategy.
Secondary data sources: Section V provides a bibliography of numerous relevant secondary sources that can be used as a resource for the analysis of many types of marketing problems. This is important for students as it increases the depth of case analysis as well as exposes students to important secondary sources that they can make use of in their career.
Section on how to analyze marketing problems and cases: Section II provides the students with an approach on how to analyze, write and present case analysis.

About the Author:

J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky.

Dr. James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky. In 1990 he received the first Chancellor¿s Award for Outstanding Teaching given at the University. Previously, he had twice received the UK Alumni Association¿s ¿Great Teacher Award,¿ an award one can only be eligible to receive every ten years. He has also received two ¿Outstanding Teacher¿ awards from Beta Gamma Sigma, national business honorary. In 1992 he received an Acorn Award recognizing ¿Those Who Shape the Future¿ from the Kentucky Advocates for Higher Education. In 1995 he became one of six charter members elected to the Bank Marketing Hall of Fame. He has also received a ¿Distinguished Alumni Award¿ from the University of Maryland. During his career he has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Administrative Science Quarterly, Academy of Management Journal, Journal of Applied Psychology, Journal of Social Psychology, Journal of Business Research, and Operations Research, among others. He is the author of more than a dozen books which have sold more than one million copies. They include both widely adopted academic textbooks as well as professional books. He is very active in the banking industry where he currently serves on the board of directors of the Institute of Certified Bankers and the Bank Marketing Association. He is also the Academic Dean of the ABA¿s School of Bank Marketing and Management.

About this edition

• Publisher: Irwin Professional Publishing
• Publication date: 1993
• ISBN 10: 0256122512
• ISBN 13: 9780256122510
• Binding: Paperback
• Edition number: 6
• Number of pages: 352