Marketing 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 kwledge 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 kwledge 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.
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.
J. Paul Peter, James H. Donnelly
McGraw-Hill Education - Europe
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides