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A Preface to Marketing Management Paperback – Import, 2005

ISBN-13: 978-0072962161 ISBN-10: 007296216X Edition: 10th

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Product Details

  • Paperback: 272 pages
  • Publisher: McGraw-Hill Higher Education; 10 edition (2005)
  • Language: English
  • ISBN-10: 007296216X
  • ISBN-13: 978-0072962161
  • Product Dimensions: 7 x 0.5 x 9 inches
  • Shipping Weight: 1.1 pounds
  • Average Customer Review: 4.0 out of 5 stars  See all reviews (10 customer reviews)
  • Amazon Best Sellers Rank: #1,755,955 in Books (See Top 100 in Books)

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Most Helpful Customer Reviews

6 of 7 people found the following review helpful By Jill Clardy on January 29, 2001
Format: 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under 300 pages, it provided only a high-level overview of marketing, and in some cases, the information was stale and outdated.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.
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3 of 3 people found the following review helpful By Jose M Arana on September 3, 1998
Format: Paperback Verified Purchase
This book provides the right content for an entry level person in the marketing function or any person supporting the marketing department. It is easy to read and provides the framework of what marketing is all about.
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2 of 2 people found the following review helpful By Samir Zehil(semunir@hotmail.com) on February 11, 1999
Format: 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.
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1 of 1 people found the following review helpful By Marcelo Garcia on January 27, 2007
Format: Paperback
This book is a brilliant introduction to Marketing Management. It is a must for Marketers, Marketing Researchers and anyone who wants to understand the basics of the role that Marketing plays in modern organizations. Do not miss the opportunity to take advantage of the companion website, where you can take online multiple choice exams on the main concepts mentioned in the book. An excellent introductory book to the field of Marketing and Marketing Research.
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Format: Paperback
Adequate as a required text. Would only buy it because it is required. The saving grace is that the title does say it is a preface to marketing management. It is not a primer on marketing management, but a preface to such a text.

The index is woefully inadequate.
The book does give an overview of some basic marketing activities. Some definitions and examples could be presented more clearly and consistently.

I will be selling this book after the class that required it.
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