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Preface to Marketing Management

J. Paul Peter

Published by Mcgraw-Hill Education Ltd Aug 2014, 2014
ISBN 10: 1259251640 / ISBN 13: 9781259251641
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Bibliographic Details

Title: Preface to Marketing Management

Publisher: Mcgraw-Hill Education Ltd Aug 2014

Publication Date: 2014

Binding: Taschenbuch

Book Condition: Neu


Neuware - Offers a 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. This book serves as an overview for critical issues in marketing management. 269 pp. Englisch. Bookseller Inventory # 9781259251641

About this title:

Synopsis: Preface to Marketing Management, 14e, 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 fourteenth 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.

About the Author: 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.

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