By J. Paul Peter, James Donnelly Jr.
Preface to advertising and marketing administration, 14e, by way of Peter and Donnelly, is praised available in the market for its transparent and concise presentation of the fundamental rules of selling in this kind of means that the middle techniques and ideas are lined in adequate intensity to make sure knowing. by way of delivering an enticing, transparent, and conceptually sound textual content, this publication has been capable of continue its place as a number one advertising administration text.
The fourteenth version serves as an summary for serious concerns in advertising and marketing administration. Its short, reasonably cheap, paperback layout makes it an ideal healthy for teachers who assign instances, readings, simulations or provide 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)
The Cooperative Environment The cooperative environment includes all firms and individuals who have a vested interest in the firm’s accomplishing its objectives. Parties of primary interest to the marketing executive in this environment are (1) suppliers, (2) resellers, (3) other departments in the firm, and (4) subdepartments and employees of the marketing department. Opportunities in this environment are primarily related to methods of increasing efficiency. For example, a company might decide to switch from a competitive bid process of obtaining materials to a single source that is located near the company’s plant.
This review will enable you to better relate the content and progression of the material to follow to the marketing management process. 4 Two possible marketing objectives and two possible production objectives derived from the strategic plan Achieve an annual rate of return on investment of at least 15 percent 1. Market penetration Improve position of present products with present customers 2. Market development Find new customers for present products 1. Marketing department objective 2. Production department objective 3.
Although marketing research does not make decisions, it can reduce the risks associated with managing marketing strategies. For example, it can reduce the risk of introducing new products by evaluating consumer acceptance of them prior to full-scale introduction. Marketing research is also vital for investigating the effects of various marketing strategies 32 Chapter Two Marketing Research: Process and Systems for Decision Making 33 after they have been implemented. For example, marketing research can examine the effects of a change in any element of the marketing mix on customer perception and behavior.
A Preface to Marketing Management (14th Edition) by J. Paul Peter, James Donnelly Jr.