By J. Paul Peter, James Donnelly Jr.

Preface to advertising administration, 14e, by means of Peter and Donnelly, is praised out there for its transparent and concise presentation of the elemental rules of promoting in this kind of approach that the center options and concepts are lined in adequate intensity to make sure realizing. via providing an attractive, transparent, and conceptually sound textual content, this ebook has been in a position to hold its place as a number one advertising and marketing administration text.

The fourteenth version serves as an outline for serious matters in advertising administration. Its short, reasonably cheap, paperback layout makes it an ideal healthy for teachers who assign circumstances, 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 info for A Preface to Marketing Management (14th Edition)

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More specifically, (1) as the number of products a firm produces expands, the time available for developing marketing plans for each product decreases; (2) at a strategic level, management must make resource allocation decisions across lines of products and, in diversified organizations, across different lines of business; and (3) when resources are limited (which they usually are), the process of deciding which strategic business units (SBUs) to emphasize becomes very complex. In such situations, portfolio models can be very useful.

Indeed, much of the recent activity in corporate restructuring has centered on decisions relating to which groups of businesses management should focus on. ” When identified, these are referred to as strategic business units (SBUs) and have the following characteristics: • They have a distinct mission. • They have their own competitors. 16 Part A Introduction • They are a single business or collection of related businesses. • They can be planned independently of the other businesses of the total organization.

Scott Cook, and Tandy Hall. ” Harvard Business Review, December 2005, pp. 74–75. , and Barry J. Noblebuff. The Art of Strategy. W. , 2009. Friedman, George. The Next Decade. New York: Doubleday, 2011. , and David Norton. ” Harvard Business Review, March 2006, pp. 100–109. Levitt, Ted. On Marketing. Boston: HBS Press, 2006. Markower, Jack. Strategies for the Green Economy. New York: McGraw-Hill, 2009. O’Sullivan, Don, and Andrew W. Abdela. ” Journal of Marketing, April 2007, pp. 79–93. , Abheek Singhi, Carol Liao, and David Michael.

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