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Marketing Management
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Table of Contents


Marketing Management: Knowledge and Skills, 10/e

J. Paul Peter, University of Wisconsin – Madison
James H. Donnelly, Jr., University of Kentucky

ISBN: 0073530050
Copyright year: 2011

Table of Contents



SECTION 1 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 and Brand Strategy

Chapter 7

New Product Planning and Development

Chapter 8

Integrated Marketing Communications

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 2 ANALYZING MARKETING PROBLEMS AND CASES

SECTION 3 FINANCIAL ANALYSIS FOR MARKETING DECISIONS

 

 

SECTION 4 INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION

 

 

PART A INTERNET EXERCISES

PART B INTERNET SOURCES OF MARKETING INFORMATION

 

 

SECTION 5 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 6 STRATEGIC MARKETING CASES

SECTION 7 DEVELOPING MARKETING PLANS

 

 

Chapter Notes

 

Index

 

 


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