Marketing Management: Knowledge and Skills

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Marketing Management: Knowledge and Skills

Format:  Hardcover,

830 pages

Publisher: McGraw-Hill College

Publish Date: Sep 2010

ISBN-13: 9780073530055

ISBN-10: 0073530050

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Book Information

The following content was provided by the publisher.
Marketing Management, 10e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students' knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

Specifications

Author:
Publisher: McGraw-Hill College
Publish Date: Sep 2010
ISBN-13: 9780073530055
ISBN-10: 0073530050
Format: Hardcover
Number of Pages: 830
Shipping Weight (in pounds): 4.0
Product in Inches (L x W x H): 8.0 x 1.3 x 10.1

Chapter outline

Essentials of Marketing Management
Introduction
Strategic Planning and the Marketing Management Process
Marketing Information, Research, and Understanding the Target Market
Marketing Research: Process and Systems for Decision Making
Consumer Behavior
Business, Government, and Institutional Buying
Market Segmentation
The Marketing Mix
Product and Brand Strategy
New Product Planning and Development
Integrated Marketing Communications
Personal Selling, Relationship Building, and Sales Management
Distribution Strategy
Pricing Strategy
Marketing in Special Fields
The Marketing of Services
Global Marketing
Analyzing Marketing Problems and Cases
Financial Analysis For Marketing Decisions
Internet Exercises and Sources Of Marketing Information
- Internet Exercises
- Internet Sources of Marketing Information
Marketing Management Cases
Market Opportunity Analysis
Product Strategy
Promotion Strategy
Distribution Strategy
Pricing Strategy
Social and Ethical Issues in Marketing Management
Strategic Marketing Cases
Developing Marketing Plans

Book description

Marketing Management, 10e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students’ knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

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