Review of Marketing Management: Knowledge and Skills (Hardcover)

Half the time reading this book is like reading a dictionary. I think I must have read 100 sentences that begin with "XXX can be defined as .... ". The authors do a complete coverage of the topics but in such a dull and routine way it is hard to keep your attention on the reading. On a plus side, there are about 40 case analyses that are pretty good, but of course they weren't written by the authors. Of course if you're like most people, your professor has chosen this book and you have to get it whether you like it or not.

Product Description
Marketing Management: Knowledge and Skills, 7/e, by Peter and Donnelly, serves an overview for critical issues in marketing management.The text strives to enhance knowledge of marketing management and advance student skills so they can develop and maintain successful marketing strategies.The text does this through comprehensive text chapters that analyze that marketing process and gives students the foundation needed for success in marketing management and through 45 cases (16 of them new, many others updated) that go beyond traditional marketing principles and focus on the role of marketing in cross-functional business and organization strategies.

About the Author
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.

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