A Preface to Marketing Management (Irwin Series in Marketing) [Paperback]

J. Paul Peter (Author), James H., Jr Donnelly (Author)

Book Description

ISBN-10: 0256202818 | ISBN-13: 978-0256202816 | Publication Date: June 1996 | Edition: 7th

Providing an overview of critical issues in marketing management, this work features sections on creativity, vision and values, relationship marketing and strategic partnerships.

Editorial Reviews

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.

Product Details

• Paperback: 368 pages
• Publisher: Richard D Irwin; 7th edition (June 1996)
• Language: English
• ISBN-10: 0256202818
• ISBN-13: 978-0256202816
• Product Dimensions: 8.9 x 7.3 x 0.6 inches
• Shipping Weight: 1.2 pounds
• Average Customer Review: 4.1 out of 5 stars  See all reviews (13 customer reviews)
• Amazon Best Sellers Rank: #2,894,105 in Books (See Top 100 in Books)

Customer Reviews

Most Helpful Customer Reviews

5 of 6 people found the following review helpful:

3.0 out of 5 stars Not A Substitute For A Comprehensive Marketing Management Te, January 29, 2001

By 

Jill Clardy "So many books, so little time...." (Redwood City, CA USA) - See all my reviews
(VINE VOICE)    (REAL NAME)   

This review is from: A Preface to Marketing Management (Irwin Series in Marketing) (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, February 11, 1999

By 

Samir Zehil([e-mail]) (U.S.A -Harvard university) - See all my reviews

This review is from: A Preface to Marketing Management (Irwin Series in Marketing) (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.

1 of 1 people found the following review helpful:

5.0 out of 5 stars Great book for marketing professionals., February 22, 2011

By 

Joey - See all my reviews

Amazon Verified Purchase

This review is from: Preface to Marketing Management (Paperback)

This is an excellent book for marketing professionals who want to get back to basics and it is an extremely good book for those getting into the game.