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Preface to Marketing Management, 9/e
J. Paul Peter, University of Wisconsin, Madison
James H. Donnelly, University of Kentucky, Lexington

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: Organizational 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 and Sales Promotion
Chapter Nine: Personal Selling
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 Secondary Data Sources

Notes
Index




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