A Preface to Marketing Management 15th edition by Paul Peter, James Donnelly – Ebook PDF Instant Download/Delivery: 1260287254, 978-1260287257
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ISBN 10: 1260287254
ISBN 13: 978-1260287257
Author: Paul Peter, James Donnelly
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.
A Preface to Marketing Management 15th Table of contents:
Section I Essentials of Marketing Management
Part A Introduction
Chapter 1 Strategic Planning and the Marketing Management Process
The Marketing Concept
What Is Marketing?
What Is Strategic Planning?
Strategic Planning and Marketing Management
The Strategic Planning Process
The Complete Strategic Plan
The Marketing Management Process
Situation Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
Marketing Information Systems and Marketing Research
The Strategic Plan, the Marketing Plan, and Other Functional Area Plans
Marketing’s Role in Cross-Functional Strategic Planning
Summary
Appendix Portfolio Models
Part B Marketing Information, Research, and Understanding the Target Market
Chapter 2 Marketing Research: Process and Systems for Decision Making
The Role of Marketing Research
The Marketing Research Process
Purpose of the Research
Plan of the Research
Performance of the Research
Processing of Research Data
Preparation of the Research Report
Limitations of the Research Process
Marketing Information Systems
Summary
Chapter 3 Consumer Behavior
Social Influences on Consumer Decision Making
Culture and Subculture
Social Class
Reference Groups and Families
Marketing Influences on Consumer Decision Making
Product Influences
Price Influences
Promotion Influences
Place Influences
Situational Influences on Consumer Decision Making
Psychological Influences on Consumer Decision Making
Product Knowledge
Product Involvement
Consumer Decision Making
Need Recognition
Alternative Search
Alternative Evaluation
Purchase Decision
Postpurchase Evaluation
Summary
Chapter 4 Business, Government, and Institutional Buying
Categories of Organizational Buyers
Producers
Intermediaries
Government Agencies
Other Institutions
The Organizational Buying Process
Purchase-Type Influences on Organizational Buying
Straight Rebuy
Modified Rebuy
New Task Purchase
Structural Influences on Organizational Buying
Purchasing Roles
Organization-Specific Factors
Purchasing Policies and Procedures
Behavioral Influences on Organizational Buying
Personal Motivations
Role Perceptions
Stages in the Organizational Buying Process
Organizational Need
Vendor Analysis
Purchase Activities
Postpurchase Evaluation
Summary
Chapter 5 Market Segmentation
Delineate the Firm’s Current Situation
Determine Consumer Needs and Wants
Divide Markets on Relevant Dimensions
A Priori versus Post Hoc Segmentation
Relevance of Segmentation Dimensions
Bases for Segmentation
Develop Product Positioning
Decide Segmentation Strategy
Design Marketing Mix Strategy
Summary
Part C The Marketing Mix
Chapter 6 Product and Brand Strategy
Basic Issues in Product Management
Product Definition
Product Classification
Product Quality and Value
Product Mix and Product Line
Branding and Brand Equity
Packaging
Product Life Cycle
Product Adoption and Diffusion
The Product Audit
Deletions
Product Improvement
Organizing for Product Management
Summary
Chapter 7 New Product Planning and Development
New Product Strategy
New Product Planning and Development Process
Idea Generation
Idea Screening
Project Planning
Product Development
Test Marketing
Commercialization
The Importance of Time
Some Important New Product Decisions
Quality Level
Product Features
Product Design
Product Safety
Causes of New Product Failure
Need for Research
Summary
Chapter 8 Integrated Marketing Communications
Strategic Goals of Marketing Communication
Create Awareness
Build Positive Images
Identify Prospects
Build Channel Relationships
Retain Customers
The Promotion Mix
Integrated Marketing Communications
Advertising: Planning and Strategy
Objectives of Advertising
Advertising Decisions
The Expenditure Question
The Allocation Question
Sales Promotion
Push versus Pull Marketing
Trade Sales Promotions
Consumer Promotions
What Sales Promotion Can and Can’t Do
Public Relations
Direct Marketing
Summary
Appendix Major Federal Agencies Involved in Control of Advertising
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Importance of Personal Selling
The Sales Process
Objectives of the Sales Force
The Sales Relationship-Building Process
People Who Support the Sales Force
Managing the Sales and Relationship-Building Process
The Sales Management Task
Controlling the Sales Force
Motivating and Compensating Performance
Summary
Chapter 10 Distribution Strategy
The Need for Marketing Intermediaries
Classification of Marketing Intermediaries and Functions
Channels of Distribution
Selecting Channels of Distribution
Specific Considerations
Managing a Channel of Distribution
Relationship Marketing in Channels
Vertical Marketing Systems
Wholesaling
Store and Nonstore Retailing
Store Retailing
Nonstore Retailing
Summary
Chapter 11 Pricing Strategy
Demand Influences on Pricing Decisions
Demographic Factors
Psychological Factors
Price Elasticity
Supply Influences on Pricing Decisions
Pricing Objectives
Cost Considerations in Pricing
Product Considerations in Pricing
Environmental Influences on Pricing Decisions
The Internet
Competition
Government Regulations
A General Pricing Model
Set Pricing Objectives
Evaluate Product–Price Relationships
Estimate Costs and Other Price Limitations
Analyze Profit Potential
Set Initial Price Structure
Change Price as Needed
Summary
Part D Marketing in Special Fields
Chapter 12 The Marketing of Services
Important Characteristics of Services
Intangibility
Inseparability
Perishability and Fluctuating Demand
Client Relationship
Customer Effort
Uniformity
Providing Quality Services
Customer Satisfaction Measurement
The Importance of Internal Marketing
Overcoming the Obstacles in Service Marketing
Limited View of Marketing
Limited Competition
Noncreative Management
No Obsolescence
Implications for Service Marketers
Summary
Chapter 13 Global Marketing
The Competitive Advantage of Nations
Organizing for Global Marketing
Problems with Entering Foreign Markets
Organizing the Multinational Company
Programming for Global Marketing
Global Marketing Research
Global Product Strategy
Global Distribution Strategy
Global Pricing Strategy
Global Advertising and Sales Promotion Strategy
Entry and Growth Strategies for Global Marketing
Summary
SECTION II Analyzing Marketing Problems and Cases
A Case Analysis Framework
1. Analyze and Record the Current Situation
2. Analyze and Record Problems and Their Core Elements
3. Formulate, Evaluate, and Record Alternative Courses of Action
4. Select and Record the Chosen Alternative and Implementation Details
Pitfalls to Avoid in Case Analysis
Communicating Case Analyses
The Written Report
The Oral Presentation
Summary
Section III Financial Analysis for Marketing Decisions
Financial Analysis
Breakeven Analysis
Net Present Value Analysis
Ratio Analysis
Summary
Section IV Developing Marketing Plans
A Marketing Plan Framework
Title Page
Executive Summary
Table of Contents
Introduction
Situational Analysis
Marketing Planning
Implementation and Control of the Marketing Plan
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