Marketing Management: Knowledge and Skills (Irwin/Mcgraw-Hill Series in Marketing) - Hardcover

Peter, J. Paul; Donnelly, James H.

Hardcover

ISBN 10: 0256226334 ISBN 13: 9780256226331

Publisher: Irwin Professional Publishing, 1997

Synopsis

Combining text and cases, this book features 40 cases, some taken from INSEAD, covering global, ethics and services issues. There is expanded coverage of relationship marketing and new coverage of smaller, entrepreneurial companies, creativity, values and strategic partnerships.

About this title

From the Publisher:

50 % of the 40+ cases are new. They feature new themes throughout; global, technology, ethics, and services, strategic partnerships, creativity, vision, values, relationship marketing. Nine of the cases include in-class exercises or experiential team exercises.
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 integrated this coverage throughout the text and where appropriate.
Expanded supplements package - The supplements package now includes an Instructor's Manual, a Test bank, PowerPoint Lecture Slides, a Web site, and a Video Library.
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 this 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.

About this edition

• Publisher: Irwin Professional Publishing
• Publication date: 1997
• ISBN 10: 0256226334
• ISBN 13: 9780256226331
• Binding: Hardcover
• Edition number: 5
• Number of pages: 864