Preface to Marketing Management - J. Paul Peter,James Donnelly, Jr

About the book

Preface to Marketing Management, 12e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The text 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.

Key features

New "Marketing Insights" featured boxes throughout the text replace the previous "Marketing Highlights" feature. These boxes help students solve marketing problems, analyze marketing cases, and develop marketing plans. More than 20 Marketing Insights have been added to this edition.

Types of Marketing: New or expanded discussions of the major types of marketing have been added to this edition giving students a better frame of reference for today's business world.

New "Additional Resources" section has been added to the end of each chapter. Designed to highlight our focus on current resources which students can utilize in solving marketing problems, analyzing marketing cases, and developing marketing plans, as well as assist in writing projects and case presentations.

The Format: This brief, flexible paperback works in a variety of classroom settings and gives the foundation of marketing management while allowing the instructor to use additional materials such as cases, readings, web research, and other texts to build knowledge.

E-Commerce topics integrated throughout the book underscore the importance of the Internet in the management of marketing plans and shows students how they must manage the Internet in order to find effective and efficient means of making the business meet the needs of the customer.

Market Segmentation Discussion: The text presents the development of a comprehensive list of segmentation bases, additional discussion of geo-demographic segmentation, and expanded coverage of product positioning.

Integrated Social and Ethical Dimensions of Marketing: Social and Ethical Dimensions of Marketing are integrated throughout the text.

Coverage of Financial Tools Used in Decision-Making: Section III covers important financial calculations that are helpful to students in evaluating the financial position of the firm.

Coverage of Developing Marketing Plans: Section IV presents a marketing plan outline and hints for creating a market strategy.

Expanded Supplements Package: The supplements package includes an Instructor's Manual, Test Bank, PowerPoint Lecture Slides, and custom website to help the instructor teach the course and offer additional readings, cases, and resources.