000			20031cam a2204297Ii 4500
001			2667
008			120713s20132013nyua b 001 0 eng
020			_a0077861051 (alk. paper)
020			_a9780077861056 (alk. paper)
040			_aDLC _beng _cDLC _dBTCTA _dCDX _dUKMGB _dYDXCP _dBWX _dOCLCF _dOCLCQ _dCHVBK _dOCLCO
049			_aTR-IsMEF
050	0	0	_aHF5415.13 _b.P48 2013
100	1		_aPeter, J. Paul, _eauthor.
245	1	0	_aMarketing management : _bknowledge and skills / _cJ. Paul Peter, University of Wisconsin, Madison, James H. Donnelly, Jr., University of Kentucky.
250			_aEleventh edition.
264	1		_aNew York, NY : _bMcGraw-Hill Irwin, _c2013.
264		4	_a©2013
300			_axvii, 796 pages : _billustrations ; _c27 cm.
336			_atext _btxt _2rdacontent.
337			_aunmediated _bn _2rdamedia.
338			_avolume _bnc _2rdacarrier.
504			_aIncludes bibliographical references and index.
520			_aMarketing Management, 11e, is a text and casebook written by Peter and Donnelly. It is praised in the market for its organization, format, clarity, brevity and flexibility. The goal of this text is to enhance students knowledge of marketing management and to advance their skills in developing successful marketing strategies. The six stage learning approach is the focus of the text. Each section has as its objective either knowledge enhancement or skill development, or both. The framework and structure of the book is integrated throughout the sections of the new edition. The basic structure of the text continues to evolve and expand with numerous updates and revisions throughout.
596			_a1
650		0	_aMarketing _xManagement.
650		0	_aMarketing _xManagement _vCase studies.
655		7	_aCase studies. _2fast _0(OCoLC)fst01423765.
700	1		_aDonnelly, James H., _eauthor.
900			_aMEF Üniversitesi Kütüphane katalog kayıtları RDA standartlarına uygun olarak üretilmektedir / MEF University Library Catalogue Records are Produced Compatible by RDA Rules
910			_aÇağlayan.
942			_2lcc _cBKS
970	1	2	_tSection 1 Essentials of marketing management, _p1.
970	1	2	_tPart A Introduction, _p3.
970	1	2	_tChapter 1 Strategic planning and the marketing management process, _p4.
970	1	2	_tThe marketing concept, _p4.
970	1	2	_tWhat is marketing?, _p5.
970	1	2	_tWhat is strategic planning?, _p6.
970	1	1	_tStrategic planning and marketing management, _p6.
970	1	1	_tThe strategic planning process, _p7.
970	1	1	_tThe complete strategic plan, _p16.
970	1	2	_tThe marketing management process, _p16.
970	1	1	_tSituation analysis, _p16.
970	1	1	_tMarketing planning, _p19.
970	1	1	_tImplementation and control of the marketing plan, _p20.
970	1	1	_tMarketing information systems and marketing research, _p21.
970	1	2	_tThe strategic plan, the marketing plan, and other functional area plans, _p21.
970	1	1	_tMarketing's role in cross-functional strategic planning, _p21.
970	0	1	_aSummary, _p22.
970	1	1	_tAppendix portfolio models, _p27.
970	1	2	_tPart B Marketing information, research and understanding the target market, _p31.
970	1	2	_tChapter 2 Marketing research: process and systems for decision making, _p32.
970	1	2	_tThe role of marketing research, _p32.
970	1	2	_tThe marketing research process, _p33.
970	1	1	_tPurpose of the research, _p33.
970	1	1	_tPlan of the research, _p34.
970	1	1	_tPerformance of the research, _p39.
970	1	1	_tProcessing of research data, _p39.
970	1	1	_tPreparation of the research report, _p40.
970	1	1	_tLimitations of the research process, _p40.
970	1	2	_tMarketing information systems, _p42.
970	0	1	_aSummary, _p43.
970	1	2	_tChapter 3 Consumer behavior, _p45.
970	1	2	_tSocial influences on consumer decision making, _p46.
970	1	1	_tCulture and subculture, _p46.
970	1	1	_tSocial class, _p47.
970	1	1	_tReference groups and families, _p48.
970	1	2	_tMarketing influences on consumer decision making, _p48.
970	1	1	_tProduct influences, _p48.
970	1	1	_tPrice influences, _p48.
970	1	1	_tPromotion influences, _p49.
970	1	1	_tPlace influences, _p49.
970	1	2	_tSituational influences on consumer decision making, _p51.
970	1	2	_tPsychological influences on consumer decision making, _p51.
970	1	1	_tProduct knowledge, _p51.
970	1	1	_tProduct involvement, _p52.
970	1	2	_tConsumer decision making, _p52.
970	1	1	_tNeed recognition, _p53.
970	1	1	_tAlternative search, _p54.
970	1	1	_tAlternative evaluation, _p55.
970	1	1	_tPurchase decision, _p55.
970	1	1	_tPostpurchase evaluation, _p56.
970	0	1	_aSummary, _p58.
970	1	2	_tChapter 4 Business, government, and institutional buying, _p60.
970	1	2	_tCategories of organizational buyers, _p60.
970	1	1	_tProducers, _p60.
970	1	1	_tIntermediaries, _p61.
970	1	1	_tGovernment agencies, _p61.
970	1	1	_tOther institutions, _p61.
970	1	2	_tThe organizational buying process, _p61.
970	1	2	_tPurchase-type influences on organizational buying, _p62.
970	1	1	_tStraight rebuy, _p62.
970	1	1	_tModified rebuy, _p62.
970	1	1	_tNew task purchase, _p62.
970	1	2	_tStructural influences on organizational buying, _p63.
970	1	1	_tPurchasing roles, _p63.
970	1	1	_tOrganization-specific factors, _p64.
970	1	1	_tPurchasing policies and procedures, _p65.
970	1	2	_tBehavioral influences on organizational buying, _p65.
970	1	1	_tPersonal motivations, _p65.
970	1	1	_tRole perceptions, _p66.
970	1	2	_tStages in the organizational buying process, _p68.
970	1	1	_tOrganizational need, _p68.
970	1	1	_tVendor analysis, _p68.
970	1	1	_tPurchase activities, _p69.
970	1	1	_tPostpurchase evaluation, _p70.
970	0	1	_aSummary, _p70.
970	1	2	_tChapter 5 Market segmentation, _p72.
970	1	2	_tDelineate the firm's current situation, _p72.
970	1	2	_tDetermine consumer needs and wants, _p73.
970	1	2	_tDivide markets on relevant dimensions, _p73.
970	1	1	_tA priori versus post hoc segmentation, _p74.
970	1	1	_tRelevance of segmentation dimensions, _p74.
970	1	1	_tBases for segmentation, _p75.
970	1	2	_tDevelop product positioning, _p79.
970	1	2	_tDecide segmentation strategy, _p82.
970	1	2	_tDesign marketing mix strategy, _p83.
970	0	1	_aSummary, _p84.
970	1	2	_tPart C The marketing mix, _p85.
970	1	2	_tChapter 6 Product and brand strategy, _p86.
970	1	1	_tProduct definition, _p86.
970	1	1	_tProduct classification, _p87.
970	1	1	_tProduct quality and value, _p88.
970	1	1	_tProduct mix and product line, _p89.
970	1	1	_tBranding and brand equity, _p90.
970	1	1	_tPackaging, _p96.
970	1	2	_tProduct life cycle, _p97.
970	1	1	_tProduct adoption and diffusion, _p99.
970	1	2	_tThe product audit, _p100.
970	1	1	_tDeletions, _p100.
970	1	1	_tProduct improvement, _p101.
970	1	2	_tOrganizing for product management, _p101.
970	0	1	_aSummary, _p103.
970	1	2	_tChapter 7 New product planning and development, _p105.
970	1	2	_tNew product strategy, _p106.
970	1	2	_tNew product planning and development process, _p108.
970	1	1	_tIdea generation, _p108.
970	1	1	_tIdea screening, _p110.
970	1	1	_tProject planning, _p111.
970	1	1	_tProduct development, _p112.
970	1	1	_tTest marketing, _p112.
970	1	1	_tCommercialization, _p113.
970	1	1	_tThe importance of time, _p113.
970	1	2	_tSome important new product decisions, _p114.
970	1	1	_tQuality level, _p114.
970	1	1	_tProduct features, _p115.
970	1	1	_tProduct design, _p116.
970	1	1	_tProduct safety, _p116.
970	1	2	_tCauses of new product failure, _p116.
970	1	1	_tNeed for research, _p117.
970	0	1	_aSummary, _p118.
970	1	2	_tChapter 8 Integrated marketing communications, _p120.
970	1	2	_tStrategic goals of marketing communication, _p120.
970	1	1	_tCreate awareness, _p120.
970	1	1	_tBuild positive images, _p120.
970	1	1	_tIdentify prospects, _p120.
970	1	1	_tBuild channel relationships, _p121.
970	1	1	_tRetain customers, _p121.
970	1	2	_tThe promotion mix, _p121.
970	1	2	_tIntegrated marketing communications, _p122.
970	1	2	_tAdvertising: planning and strategy, _p124.
970	1	1	_tObjectives of advertising, _p124.
970	1	2	_tAdvertising decisions, _p125.
970	1	1	_tThe expenditure question, _p126.
970	1	1	_tThe allocation question, _p127.
970	1	2	_tSales promotion, _p132.
970	1	1	_tPush versus pull marketing, _p132.
970	1	1	_tTrade sales promotions, _p133.
970	1	1	_tConsumer promotions, _p133.
970	1	1	_tWhat sales promotion can and can't do, _p134.
970	1	2	_tPublic relations, _p135.
970	1	2	_tDirect marketing, _p136.
970	0	1	_aSummary, _p137.
970	1	1	_tAppendix Major federal agencies involved in control of advertising, _p139.
970	1	2	_tChapter 9 personal selling, relationship building, and sales management, _p140.
970	1	2	_tImportance of personal selling, _p140.
970	1	2	_tThe sales process, _p141.
970	1	1	_tObjectives of the sales force, _p141.
970	1	1	_tThe sales relationship-building process, _p142.
970	1	1	_tPeople who support the sales force, _p147.
970	1	2	_tManaging the sales and relationship-building process, _p148.
970	1	1	_tThe sales management task, _p149.
970	1	1	_tControlling the sales force, _p150.
970	1	1	_tMotivating and compensating performance, _p152.
970	0	1	_aSummary, _p154.
970	1	2	_tChapter 10 Distribution strategy, _p156.
970	1	2	_tThe need for marketing intermediaries, _p156.
970	1	2	_tClassification of marketing intermediaries and functions, _p156.
970	1	2	_tChannels of distribution, _p158.
970	1	2	_tSelecting channels of distribution, _p159.
970	1	1	_tSpecific considerations, _p159.
970	1	2	_tManaging a channel of distribution, _p162.
970	1	1	_tRelationship marketing in channels, _p162.
970	1	1	_tVertical marketing systems, _p162.
970	1	2	_tWholesaling, _p165.
970	1	2	_tStore and nonstore retailing, _p166.
970	1	1	_tStore retailing, _p166.
970	1	1	_tNonstore retailing, _p167.
970	0	1	_aSummary, _p170.
970	1	2	_tChapter 11 Pricing strategy, _p172.
970	1	2	_tDemand influences on pricing decisions, _p172.
970	1	1	_tDemographic factors, _p172.
970	1	1	_tPsychological factors, _p172.
970	1	1	_tPrice elasticity, _p174.
970	1	2	_tSupply influences on pricing decisions, _p174.
970	1	1	_tPricing objectives, _p174.
970	1	1	_tCost considerations in pricing, _p175.
970	1	1	_tProduct considerations in pricing, _p176.
970	1	2	_tEnvironment influences on pricing decisions, _p177.
970	1	1	_tCompetition, _p177.
970	1	1	_tGovernment regulations, _p178.
970	1	2	_tA general pricing model, _p178.
970	1	1	_tSet pricing objectives, _p178.
970	1	1	_tEvaluate product-price relationships, _p179.
970	1	1	_tEstimate costs and other price limitations, _p180.
970	1	1	_tAnalyze profit potential, _p181.
970	1	1	_tSet initial price structure, _p181.
970	1	1	_tChange price as needed, _p181.
970	0	1	_aSummary, _p181.
970	1	2	_tPart D Marketing in special fields, _p183.
970	1	2	_tChapter 12 The marketing of services, _p184.
970	1	2	_tImportant characteristics of services, _p186.
970	1	1	_tIntangibility, _p186.
970	1	1	_tInseparability, _p187.
970	1	1	_tPerishability and fluctuating demand, _p188.
970	1	1	_tClient relationship, _p188.
970	1	1	_tCustomer effort, _p189.
970	1	1	_tUniformity, _p190.
970	1	2	_tProviding quality services, _p190.
970	1	1	_tCustomer satisfaction measurement, _p192.
970	1	1	_tThe importance of internal marketing, _p192.
970	1	2	_tOvercoming the obstacles in service marketing, _p194.
970	1	1	_tLimited view of marketing, _p194.
970	1	1	_tLimited competition, _p194.
970	1	1	_tNoncreative management, _p195.
970	1	1	_tNo obsolescence, _p195.
970	1	2	_tThe service challenge, _p196.
970	1	1	_tBanking, _p196.
970	1	1	_tHealth care, _p196.
970	1	1	_tInsurance, _p197.
970	1	1	_tTravel, _p197.
970	1	1	_tImplications for service marketers, _p198.
970	0	1	_aSummary, _p199.
970	1	2	_tChapter 13 global marketing, _p201.
970	1	2	_tThe competitive advantage of nations, _p202.
970	1	2	_tOrganizing for global marketing, _p203.
970	1	1	_tProblems with entering foreign markets, _p203.
970	1	1	_tOrganizing the multinational company, _p206.
970	1	2	_tProgramming for global marketing, _p208.
970	1	1	_tGlobal marketing research, _p208.
970	1	1	_tGlobal product strategy, _p211.
970	1	1	_tGlobal distribution strategy, _p211.
970	1	1	_tGlobal pricing strategy, _p212.
970	1	1	_tGlobal advertising and sales promotion strategy, _p212.
970	1	2	_tEntery and growth strategies for global marketing, _p213.
970	0	1	_aSummary, _p216.
970	1	2	_tSection 2 Analyzing marketing problems and cases, _p217.
970	1	2	_tA case analysis framework, _p218.
970	1	1	_t1. Analyze and record the current situation, _p219.
970	1	1	_t2. Analyze and record problems and their care elements, _p223.
970	1	1	_t3. Formulate, evaluate, and record alternative courses of action, _p224.
970	1	1	_t4. Select and record the chosen alternative and implementation details, _p225.
970	1	2	_tPitfalls to avoid in case analysis, _p225.
970	1	2	_tCommunicating case analysis, _p228.
970	1	1	_tThe written report, _p228.
970	1	1	_tThe oral presentation, _p230.
970	0	1	_aConclusion, _p230.
970	1	2	_tSection 3 Financial analysis for marketing decisions, _p231.
970	1	2	_tFinancial analysis, _p232.
970	1	1	_tBreak-even analysis, _p232.
970	1	1	_tNet present value analysis, _p234.
970	1	1	_tRatio analysis, _p236.
970	0	1	_aConclusion, _p240.
970	1	2	_tSection 4 Marketing management cases, _p241.
970	1	2	_tCase group A Market opportunity analysis, _p243.
970	1	2	_tCase 1 McDonald's corporation, _p244.
970	1	1	_tJ. Paul Peter and Ashish Gokhale: University of Wisconsin-Madison.
970	1	2	_tCase 2 Southwest Airlines 2011, _p251.
970	1	1	_tAndrew C. Inkpen: Thunderbird school of global management.
970	1	2	_tCase 3 South Deleware Coors, Inc., _p267.
970	1	1	_tJames E. Nelson and Eric J. Karson: University of Colorado.
970	1	2	_tCase 4 Ruth's Chris: the high stakes of international expansion, _p276.
970	1	1	_tAllen H. Kupetz and Ilon Alon: the University of Western Ontario.
970	1	2	_tCase 5 Coach Inc.: Is its advantage in luxury handbags sustainable?, _p283.
970	1	1	_tJohn E. Gamble: University of South Alabama.
970	1	2	_tCase 6 Panera Bread Company, _p298.
970	1	1	_tArthur A. Thompson: University of Alabama.
970	1	2	_tCase Group B Product strategy, _p315.
970	1	2	_tCase 7 Starbucks, _p316.
970	1	1	_tJ. Paul Peter: University of Wisconsin-Madison.
970	1	2	_tCase 8 Your home is a good pleace, Inc., _p321.
970	1	1	_tKevin Coulson and Zane Swanson: University of Western Ontario.
970	1	2	_tCase 9 easyCar.com, _p328.
970	1	1	_tJohn J. Lawrence: University of Idaho Luis Solis: University of Idaho Instituto de Empressa.
970	1	2	_tCase 10 The lego group: building strategy, _p337.
970	1	1	_tPaul Bigus and Darren Meister: University of Western Ontario.
970	1	2	_tCase 11 The launch of the Sony Playstation 3, _p348.
970	1	1	_tDavid Wesley and Gloria Barczak: Northeastern University.
970	1	2	_tCase Group C Promotion strategy, _p363.
970	1	2	_tCase 12 Mountain Dew: selecting new creative, _p364.
970	1	1	_tDouglas B. Holt: Oxford University.
970	1	2	_tCase 13 Red Bull, _p381.
970	1	1	_tRichard R. Johnson, Jordan Mitchell, Paul W. Farris, and Ervin Shames: University of Virginia.
970	1	2	_tCase 14 "Hips feel good"-Dove's campaign for real beauty, _p395.
970	1	1	_tDavid Wesley: Northeastern University.
970	1	2	_tCase Group D Distribution strategy, _p409.
970	1	2	_tCase 15 IKEA's global strategy: furnishing the world, _p410.
970	1	1	_tPaul Kolesa.
970	1	2	_tCase 16 Pets.com Inc.: rise and decline of a pet supply retailer, _p418.
970	1	1	_tOmar Merlo: University of Western Ontario.
970	1	2	_tCase 17 organicKidz: marketin strategy, _p433.
970	1	1	_tKen Mark and Matthew Thomson: University of Western Ontario.
970	1	2	_tCase 18 The challenges facing eBay in 2008: time for a change for a change in strategy?, _p439.
970	1	1	_tLouis Marino: University of Alabama Patrick Kreiser: Ohio University.
970	1	2	_tCase 19 Wal-Mart stores Inc. in 2008: management's initiatives to tranform the company and curtail Wal-Mart bashing, _p465.
970	1	2	_tCase Group E pricing strategy, _p505.
970	1	2	_tCase 20 Schwinn bicycles, _p506.
970	1	2	_tCase 21 Cowgirl Chocolates, _p509.
970	1	1	_tJohn J. Lawrence, Linda J. Morris, and Joseph J. Geiger: University of Idaho.
970	1	2	_tCase 22 Clearwater technologies, _p522.
970	1	1	_tSusan F. Sieloff and Raymond M. Kimnunen: Northeastern University.
970	1	2	_tCase Group F Social and ethical issues in marketing management, _p527.
970	1	2	_tCase 23 E. & J. Gallo Winery, _p528.
970	1	1	_tMarion Armstrong, Taylor Green, and A. J. Strickland III: University of Alabama.
970	1	2	_tCase 24 Abercrombie & Fithc: an upscale sporting goods retailer becomes a leader in trendy apparel, _p545.
970	1	1	_tJanet Rovenpor: Manhattan College.
970	1	2	_tSection 5 strategic marketing cases, _p569.
970	1	2	_tCase 1 Yum! Brands, Pizza Hut, and KFC, _p571.
970	1	1	_tJeffrey A. Krug: Appalachian State University.
970	1	2	_tCase 2 Apple Inc. in 2010, _p585.
970	1	1	_tLou Marino: the University of Alabama. John E. Gamble: the University of South Alabama.
970	1	2	_tCase 3 EMR innovation, _p598.
970	1	1	_tKay M. Palan: Iowa State University.
970	1	2	_tCase 4 Gap Inc. in 2010: is the turnaround strategy working?, _p609.
970	1	1	_tAnnette Lohman: California State University, Long Beach.
970	1	2	_tCase 5 Harley-Davidson, Inc.-Motorcycle division, _p628.
970	1	2	_tCase 6 PepsiCo's diversification strategy in 2008, _p641.
970	1	2	_tCase 7 Expresso Espresso, _p658.
970	1	1	_tCalvin M. Bacon: University of South Alabama.
970	1	2	_tCase 8 Respironics, Incorporated: take a deep breath, _p680.
970	1	1	_tJanet L. Rovenpor: Manhattan College. Armand Gilinsky: Sonoma State University.
970	1	2	_tCase 9 Research in motion-entering a new era, _p702.
970	1	1	_tSofy carayannapoulos: Wilfrid Laurier University.
970	1	2	_tCase 10 Dell Inc. in 2008: can it overtake Hewlett-Packard as the worldwide leader in personal computers?, _p725.
970	1	1	_tArthur A. Thompson: University of Alabama. John E. Gamble: University of South Alabama.
970	1	2	_tSection 6 developing marketing plans, _p759.
970	1	2	_tA marketing plan framework, _p760.
970	1	1	_tTitle page, _p761.
970	1	1	_tExecutive summary, _p761.
970	1	1	_tTable of contents, _p762.
970	1	1	_tIntroduction, _p762.
970	1	1	_tSituational analysis, _p762.
970	1	1	_tMarketing planning, _p762.
970	1	1	_tImplementation and control of the marketing plan, _p764.
970	0	1	_aSummary, _p766.
970	0	1	_aAppendix-financial analysis, _p766.
970	0	1	_aReferences, _p769.
970	0	1	_aConclusion, _p769.
970	0	1	_aNotes, _p771.
970	0	1	_aIndex, _p778.
999			_c11949 _d11949
003			KOHA