A Preface to Marketing Management

SECTION I - ESSENTIALS OF MARKETING. Part A - Introduction Chapter 1: Strategic Planning and the Marketing Management Process. Part B - Marketing Information, Research, and Understanding. 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 II - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV - DEVELOPING MARKETING PLANS

Preface to Marketing Management 15e 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 fifteenth 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