Table of Contents

SECTION I - ESSENTIALS OF MARKETINGPart A -  Introduction Chapter 1: Strategic Planning and the Marketing Management ProcessPart B - Marketing Information, Research, and UnderstandingChapter 2: Marketing Research: Process and Systems for Decision MakingChapter 3: Consumer BehaviorChapter 4: Business, Government, and Institutional BuyingChapter 5: Market SegmentationPart C - The Marketing MixChapter 6: Product and Brand StrategyChapter 7: New Product Planning and DevelopmentChapter 8: Integrated Marketing CommunicationsChapter 9: Personal Selling, Relationship Building, and Sales ManagementChapter 10: Distribution StrategyChapter 11: Pricing StrategyPart D - Marketing in Special FieldsChapter 12: The Marketing of ServicesChapter 13: Global MarketingSECTION II  - ANALYZING MARKETING PROBLEMS AND CASESSECTION III - FINANCIAL ANALYSIS FOR MARKETING DECISIONSSECTION IV - DEVELOPING MARKETING PLANS

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.