Table of Contents

Section I: Essentials of Marketing ManagementPart A: IntroductionChapter One: Strategic Planning and the Marketing Management ProcessPart B: Marketing Information, Research, and Understanding the Target MarketChapter Two: Marketing Research: Process and Systems for Decision MakingChapter Three: Consumer BehaviorAppendix: Selected Consumer Behavior Data SourcesChapter Four: Business, Government, and Institutional BuyingChapter Five: Market SegmentationPart C: The Marketing MixChapter Six: Product StrategyChapter Seven: New Product Planning and DevelopmentChapter Eight: Integrated Marketing Communications: Advertising, Sales Promotion, Public Relations, and Direct MarketingAppendix: Major Federal Agencies Involved in Control of AdvertisingChapter Nine: Personal Selling, Relationship Building, and Sales ManagementChapter Ten: Distribution StrategyChapter ElevenPricing StrategyPart D: Marketing in Special FieldsChapter Twelve: The Marketing of ServicesChapter Thirteen: Global MarketingSection II: Analyzing Market Problems and CasesSection III: Financial Analysis for Marketing DecisionsSection IV: Developing Marketing PlansNotesIndex

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.