- Hardcover: 320 pages
- Publisher: Irwin Professional Publishing; 4th Revised edition edition (Nov 1 1987)
- Language: English
- ISBN-10: 0256060789
- ISBN-13: 978-0256060782
- Product Dimensions: 23.4 x 16 x 1.5 cm
- Shipping Weight: 499 g
- Amazon Bestsellers Rank: #993,448 in Books (See Top 100 in Books)
- See Complete Table of Contents
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Product Details |
Product Description
Book Description
This text is intended to serve as an overview/framework of critical issues of marketing management. It aims to reinforce the cross-functional nature of marketing and includes material on relationship marketing as well as creativity, vision, values and strategic partnerships.
About the Author
J. Paul Peter is James R. McManus-Bascom Professor and Chair of the Marketing Department at the University of Wisconsin-Madison School of Business. He has taught courses in consumer behavior and in marketing management, strategy, research and theory. He's also taught in a variety of executive programs. Peter won the prestigious William O'Dell Award from the Journal of Marketing Research and twice was a finalist. He is author or editor of more than 30 books and is one of the most cited authors in marketing literature. Peter has served on review boards of the Journal of Marketing, Journal of Marketing Research, Journal of Consumer Research, and Journal of Business Research. He has consulted for several corporations and the Federal Trade Commission. His earned a DBA from the University of Kentucky. Dr. James H. Donnelly, Jr. is the Thomas C. Simons Professor in the Gatton College of Business and Economics at the University of Kentucky. In 1990 he received the first Chancellor's Award for Outstanding Teaching given at the University. Previously, he had twice received the UK Alumni Association's 'Great Teacher Award,' an award one can only be eligible to receive every ten years. He has also received two 'Outstanding Teacher' awards from Beta Gamma Sigma, national business honorary. In 1992 he received an Acorn Award recognizing 'Those Who Shape the Future' from the Kentucky Advocates for Higher Education. In 1995 he became one of six charter members elected to the Bank Marketing Hall of Fame. He has also received a 'Distinguished Alumni Award' from the University of Maryland. During his career he has published in the Journal of Marketing Research, Journal of Marketing, Journal of Retailing, Administrative Science Quarterly, Academy of Management Journal, Journal of Applied Psychology, Journal of Social Psychology, Journal of Business Research, and Operations Research, among others. He is the author of more than a dozen books which have sold more than one million copies. They include both widely adopted academic textbooks as well as professional books. He is very active in the banking industry where he currently serves on the board of directors of the Institute of Certified Bankers and the Bank Marketing Association. He is also the Academic Dean of the ABA's School of Bank Marketing and Management.
--This text refers to an out of print or unavailable edition of this title.
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Most Helpful Customer Reviews on Amazon.com (beta)
Amazon.com:
4.1 out of 5 stars (13 customer reviews)
3 of 3 people found the following review helpful
5.0 out of 5 stars
This book is an excellent resource for entry level marketers, Sep 3 1998
By Jose M Arana "Jose M Arana" - Published on Amazon.com
Amazon Verified Purchase(What's this?)
This review is from: A Preface to Marketing Management (Paperback)
This book provides the right content for an entry level person in the marketing function or any person supporting the marketing department. It is easy to read and provides the framework of what marketing is all about.
5 of 6 people found the following review helpful
3.0 out of 5 stars
Not A Substitute For A Comprehensive Marketing Management Te, Jan 29 2001
By Jill Clardy "So many books, so little time...." - Published on Amazon.com
This review is from: A Preface to Marketing Management (Paperback)
I found the Peter and Donnelly marketing book rather anemic, especially as an assigned textbook for marketing majors in an MBA program. (It was assigned in two of my MBA classes.) At just under 300 pages, it provided only a high-level overview of marketing, and in some cases, the information was stale and outdated. The illustrations and charts are also rather crude and unsophisticated and sometimes downright difficult to interpret. The only good thing was that it was quick and easy to read, but I didn't really absorb much new knowledge. As a supplement to a curriculum that uses case studies extensively (which is the recommended usage of the book), it is adequate. Each chapter concludes with a section listing Additional Readings, which are probably necessary if you want to really increase your knowledge of the subject.
2 of 2 people found the following review helpful
5.0 out of 5 stars
It is just a 'simple as' marketing fruitfull overview book, Feb 11 1999
By Samir Zehil(semunir@hotmail.com) - Published on Amazon.com
This review is from: A Preface to Marketing Management (Paperback)
i think that this book is an easily undrestood source for practical marketing and helps sales people to acquire a non-complicated view of today's marketing.
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