Marketing Management: Knowledge and Skills: Text, Analysis, Cases, Plans

Peter, J. Paul

ISBN 10: 025606668X / ISBN 13: 9780256066685

Published by Bpi/Irwin, 1989

About this Item

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Bibliographic Details

• Title: Marketing Management: Knowledge and Skills: Text, Analysis, Cases, Plans
• Publisher: Bpi/Irwin
• Publication Date: 1989
• Language: English
• ISBN 10: 025606668X
• ISBN 13: 9780256066685
• Binding: paperback
• Edition: 2nd Edition
• Condition: Very Good

About this title

Synopsis

Marketing Management, 9/e, by Peter and Donnelly, is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students’ knowledge of marketing management and to advance their skills in utilizing this knowledge to develop and maintain successful marketing strategies. The six stage learning approach is the focus of the seven unique sections of the book. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.

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.