Read e-book online A Preface to Marketing Management (14th Edition) PDF

By J. Paul Peter, James Donnelly Jr.

ISBN-10: 007786106X

ISBN-13: 9780077861063

Preface to advertising and marketing administration, 14e, by means of Peter and Donnelly, is praised out there for its transparent and concise presentation of the elemental ideas of selling in this kind of means that the center strategies and ideas are lined in adequate intensity to make sure knowing. via supplying an interesting, transparent, and conceptually sound textual content, this booklet has been in a position to preserve its place as a number one advertising administration text.

The fourteenth version serves as an outline for serious matters in advertising and marketing administration. Its short, low-cost, paperback structure makes it an ideal healthy for teachers who assign situations, readings, simulations or supply modules on advertising administration for MBA scholars. The textual content additionally works in classes that enforce a cross-functional curriculum the place the scholars are required to buy numerous texts.

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Extra resources for A Preface to Marketing Management (14th Edition)

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Managing such groups of businesses is made a little easier if resources are plentiful, cash is plentiful, and each is experiencing growth and profits. Unfortunately, providing larger and larger budgets each year to all businesses is seldom feasible. Many are not experiencing growth, and profits and resources (financial and nonfinancial) are becoming more and more scarce. In such a situation, choices must be made, and some method is necessary to help management make the choices. Management must decide which businesses to build, maintain, or eliminate, or which new businesses to add.

Marketing concept: The marketing concept means that an organization should seek to make a profit by serving the needs of customer groups. Its purpose is to rivet the attention of marketing managers on serving broad classes of customer needs (customer orientation), rather than on the firm’s products (production orientation) or on devising methods to attract customers to current products (selling orientation). Marketing information system: Throughout the marketing management process, current, reliable, and valid information is needed to make effective marketing decisions.

Strategies that fail this test are unlikely to produce superior performance for more than a brief period of time. A good strategy should enable the organization to achieve a long-term competitive advantage. 3. The Performance Test: Is the strategy producing good company performance? Critical performance indicators are (a) profitability and financial strength and (b) competitive strength and market standing. Above average performance in these two areas is an indicator of a winning strategy. Source: Adapted from Arthur A.

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A Preface to Marketing Management (14th Edition) by J. Paul Peter, James Donnelly Jr.

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