By J. Paul Peter, James Donnelly Jr.

Preface to advertising administration, 14e, via Peter and Donnelly, is praised out there for its transparent and concise presentation of the fundamental rules of selling in this kind of means that the center suggestions and ideas are coated in enough intensity to make sure figuring out. by means of delivering a fascinating, transparent, and conceptually sound textual content, this booklet has been capable of preserve its place as a number one advertising and marketing administration text.

The fourteenth variation serves as an summary for serious concerns in advertising administration. Its short, reasonably cheap, paperback layout makes it an ideal healthy for teachers who assign situations, 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 a number of texts.

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Extra info for A Preface to Marketing Management (14th Edition)

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17 THE GENERAL ELECTRIC MODEL Although the BCG model can be useful, it does assume that market share is the sole determinant of an SBU’s profitability. Also, in projecting market growth rates, a manager should carefully analyze the factors that influence sales and any opportunities for influencing industry sales. Some firms have developed alternative portfolio models to incorporate more information about market opportunities and competitive positions. The GE model is one of these. The GE model emphasizes all the potential sources of strength, not just market share, and all of the factors that influence the long-term attractiveness of a market, not just its growth rate.

Strickland III, Crafting and Executing Strategy, 19th ed. (Burr Ridge, IL: McGraw-Hill/Irwin, 2014), p. 12. presently doing or by finding new things to do. In choosing one or both of these paths, it must also decide whether to concentrate on present customers or to seek new ones. 4, there are only four paths an organization can take in order to grow. Market Penetration Strategies These strategies focus primarily on increasing the sale of present products to present customers. ” • Encouraging present customers to purchase more of the product: multiple packages of Pringles, instant winner sweepstakes at a fast-food restaurant.

The chapter is intended to provide a detailed introduction to many of the important topics in the area, but it does not provide a complete explanation of the plethora of marketing research topics. 1 It cannot be overstated that marketing research is an aid to decision making and not a substitute for it. In other words, marketing research does not make decisions, but it can substantially increase the chances that good decisions are made. Unfortunately, too many marketing managers view research reports as the final answer to their problems; whatever the research indicates is taken as the appropriate course of action.

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