Marketing Management, 8th edition

Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

Table of Contents

Section I Essentials of Marketing Management
Part A Introduction Chapter One Strategic Planning and the Marketing Management Process
Part B Marketing Information, Research, and Understanding the Target Market
Chapter Two Marketing Research: Process and Systems for Decision Making
Chapter Three Consumer Behavior
Chapter Four Business, Government, and Institutional Buying
Chapter Five Market Segmentation
Part C The Marketing Mix
Chapter Six Product Strategy
Chapter Seven New Product Planning and Development
Chapter Eight Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct Marketing
Chapter Nine Personal Selling, Relationship Building, and Sales Management
Chapter Ten Distribution Strategy Chapter Eleven Pricing Strategy
Part D Marketing in Special Fields
Chapter Twelve The Marketing of Services
Chapter Thirteen Global Marketing Section II Analyzing Marketing Problems and
Cases Section III Financial Analysis for Marketing Decisions
Section IV Internet Exercises and Sources of Marketing Information
Part A Internet Exercises
Part B Annotated Bibliography of Major Online Databases Used in Marketing
Section V 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 VI Strategic Marketing
Cases Section VII Developing Marketing Plans

About the Author

J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison. He has won many awards for his contributions through research, textbooks, and education.James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky. Research areas include marketing and banking.