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Marketing Management, 11e, is a text and casebook written by Peter and Donnelly. It 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 developing successful marketing strategies. The six stage learning approach is the focus of the text. 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.
- Sales Rank: #33409 in Books
- Brand: Peter, J. Paul/ Donnelly, James H., Jr.
- Published on: 2012-10-11
- Ingredients: Example Ingredients
- Original language: English
- Number of items: 1
- Dimensions: 10.30" h x .50" w x 8.30" l, 3.55 pounds
- Binding: Hardcover
- 816 pages
- Used Book in Good Condition
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.
Most helpful customer reviews
9 of 9 people found the following review helpful.
Good marketable book outside, not so good inside
By Cristhian A. Velazco
I expected more about this book, firts of all, only a quarter of the book contain the elementary Marketing principles and the remainder only cases. But the worse, there is not connection between cases and theory, not just one case example analysis, not reference at all in chapters with cases. If I had wanted to buy cases of marketing management without analysis, I were going to the Harvard Bussiness online to buy the school cases.
Also in the back cover they say about "New Videos: Approximately 50% of the video segments are brand new for this edition", Sincerely I don't know where are those videos, no CD, no DVD, nothing in the website of book: [...] By the way, that website is too poor, in comparison to other website of books.
Summarizing too expensive book for few effective information.
3 of 3 people found the following review helpful.
Good book for a college course
By Donald Hsu
This book got thirteen chapters covering 4Ps, marketing research, consumer behavior, market segmentation, integrated communication, distribution, personal selling, pricing, marketing of services, and global marketing.
There are four sections of cases, from short one to in-depth study.
I use this book as a college-level course. Final projects were done using these cases. Students like the book.
The book will be better if it includes fewer cases, but more thorough analysis of the cases.
Contrary to other critics here, I believe the book is very good.
3 of 3 people found the following review helpful.
Complete but completely dull
By James Deerkoski
Half the time reading this book is like reading a dictionary. I think I must have read 100 sentences that begin with "XXX can be defined as .... ". The authors do a complete coverage of the topics but in such a dull and routine way it is hard to keep your attention on the reading. On a plus side, there are about 40 case analyses that are pretty good, but of course they weren't written by the authors. Of course if you're like most people, your professor has chosen this book and you have to get it whether you like it or not.
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