BUKU MARKETING MANAGEMENT: KNOWLEDGE AND SKILLS 11th Edition

BUKU MARKETING MANAGEMENT: KNOWLEDGE AND SKILLS 11th Edition

MARKETING MANAGEMENT: KNOWLEDGE AND SKILLS Edisi Ke-11, adalah buku teks yang ditulis oleh Peter dan Donnelly. Buku ini mendapat pujian atas keteraturan, format, kejelasan, ringkas dan fleksibilitsnya. Tujuan dari buku teks ini adalah untuk meningkatkan pengetahuan siswa tentang manajemen pemasaran dan untuk memajukan keterampilan mereka dalam mengembangkan strategi pemasaran yang sukses. Pendekatan pembelajaran enam tahap menjadi fokus dari buku teks ini. Setiap bagian memiliki tujuan baik untuk meningkatkan pengetahuan ataupun pengembangan keterampilan, atau keduanya. Kerangka dan struktur buku manajemen pemasaran ini terintegrasi pada seluruh bagian edisi baru. Struktur dasar dari teks terus berkembang dan diperluas dengan berbagai pembaruan dan revisi menyeluruh.

Berikut Isi dari Buku Marketing Management: Knowledge and Skills 11th Revised edition


Description
Table Of Contents   
SECTION I  ESSENTIALS OF MARKETING
Part A Introduction
Chapter 1: Strategic Planning and the Marketing Management Process

Part B Marketing Information, Research, and Understanding
Chapter 2: Marketing Research: Process and Systems for Decision Making
Chapter 3: Consumer Behavior
Chapter 4: Business, Government, and Institutional Buying
Chapter 5: Market Segmentation

Part C The Marketing Mix
Chapter 6: Product and Brand Strategy
Chapter 7: New Product Planning and Development
Chapter 8: Integrated Marketing Communications
Chapter 9: Personal Selling, Relationship Building, and Sales Management
Chapter 10: Distribution Strategy
Chapter 11: Pricing Strategy

Part D - Marketing in Special Fields
Chapter 12: The Marketing of Services
Chapter 13: Global Marketing

SECTION II ANALYSING MARKETING PROBLEMS AND CASES 

SECTION III FINANCIAL ANALYSIS FOR MARKETING DECISIONS 

SECTION IV MARKETING MANAGEMENT CASES
 
Case Group A: Market Opportunity Analysis
Case 1: McDonald Corporation
Case 2: Southwest Airlines
Case 3: South Delaware Coors, Inc.
Case 4: Ruth&Chris: The High Stakes of International Expansion
Case 5: Coach, Inc.: Is Its Advantage in Luxury Handbags Sustainable?
Case 6: Panera Bread Company

Case Group B: Product Strategy
Case 7: Starbucks & Early 2008
Case 8: Your Home is a Good Place, Inc.
Case 9: easyCar.com
Case 10: The Lego Group: Building Strategy
Case 11: The Launch of the Sony PlayStation 3

Case Group C: Promotion Strategy
Case 12: Mountain Dew: Selecting New Creative
Case 13: Red Bull
Case 14: Hips Feel Good & Dove Campaign for Real Beauty

Case Group D: Distribution Strategy
Case 15: IKEA&Global Strategy: Furnishing the World
Case 16: Pets.com Inc.: Rise and Decline of a Pet Supply Retailer
Case 17: organicKidz: Marketing Strategy
Case 18: The Challenges Facing eBay in 2008: Time for a Change in Strategy?
Case 19: Wal Mart Stores Inc. in 2008: Management&Initiatives to Transform the Company and Curtail Wal-Mart Bashing Case
Group E: Pricing Strategy
Case 20: Schwinn Bicycles
Case 21: Cowgirl Chocolates
Case 22: Clearwater Technologies

Case Group F: Social and Ethical Issues in Marketing Management
Case 23: E. & J. Gallo Winery (2007)
Case 24: Abercrombie & Fitch: An Upscale Sporting Goods Retailer Becomes a Leader in Trendy Apparel

SECTION V STRATEGIC MARKETING CASES
Case 1: Yum! Brands, Pizza Hut, and KFC
Case 2: Apple Inc. in 2010
Case 3: EMR Innovations
Case 4: Gap Inc. in 2010: Is the Turnaround Strategy Working?
Case 5: Harley Davidson, Inc. Motorcycle Division
Case 6: PepsiCo Diversification Strategy in 2008
Case 7: Expresso Espresso
Case 8: Pespironics, Incorporated: Take a Deep Breath
Case 9: Research in Motion Entering a New Era
Case 10: Dell Inc. in 2008: Can It Overtake Hewlett Packard as the Worldwide Leader in Personal Computers?

SECTION VI DEVELOPING MARKETING PLANS

Biografi penulis

J. Paul Peter adalah seorang pendidik pemasaran yang sangat dihormati dan juga di UW - Madison . Dia telah memenangkan banyak penghargaan untuk kontribusinya melalui penelitian, buku teks dan pendidikan. James H. Donnelly, Jr. adalah Thomas C. Simons Profesor di Gatton College of Business and Economics della University of Kentucky.