McGraw-Hill Education MARKETING MANAGEMENT (MCGRAW HILL/IRWIN SERIES IN MARKETING)

Product Description Marketing Management, 8/e, by Peter and Donnelly, serves as an overview for critical issues in marketing management. The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies. The text does this through comprehensive text chapters that analyze the marketing process and gives students the foundation needed for success in marketing management, and through 40 cases (12 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies. About the Author J. Paul Peter is another very highly regarded marketing educator and is also at UW-Madison.  He has won many awards for his contributions through research, textbooks, and education. James H. Donnelly, Jr. Is the Turner Professor in the College of Business and Economics, Univ. of Kentucky.  Research areas include marketing and banking.