Preface to marketing management (10th ed )

This book 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 and simulations, or who 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.

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
Appendix: Selected Consumer Behavior Data Sources
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
Appendix: Major Federal Agencies Involved in Control of Advertising
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 Market Problems and Cases
Section III: Financial Analysis for Marketing Decisions
Section IV: Developing Marketing Plans
Notes
Index