A Preface to Marketing Management, 15th Edition:
Summary: “A Preface to Marketing Management” provides a comprehensive introduction to the principles and practices of marketing management. In this 15th edition, the book covers key topics such as marketing strategy, market segmentation, consumer behavior, product development, pricing, distribution, and promotion. It offers readers a theoretical foundation as well as practical insights into designing and implementing effective marketing strategies. The textbook emphasizes the importance of market orientation, customer focus, and data-driven decision-making in achieving marketing success. With its real-world examples, case studies, and contemporary examples, “A Preface to Marketing Management” serves as an essential resource for students studying marketing, as well as marketing professionals seeking to stay abreast of current trends and best practices in the field.
Authors: J. Paul Peter and James H. Donnelly Jr. are the authors of this textbook. They are esteemed educators and marketing experts known for their contributions to the field of marketing management.
Publisher: McGraw-Hill Education
Publication Year: 2017
ISBN-10: 1259573541
ISBN-13: 978-1259573545