A Preface to Marketing Management 15th Edition by J. Paul Peter
By: J. Paul Peter
Publisher: McGraw-Hill Higher Education
Print ISBN: 9781260151619, 1260151611
eText ISBN: 9781260300147, 1260300145
Edition: 15th
Copyright year: 2019
Preface to Marketing Management 15e by Peter and Donnelly is praised in the market for its clear and concise presentation of the basic principles of marketing in such a way that the core concepts and ideas are covered in sufficient depth to ensure understanding. By offering an engaging clear and conceptually sound text this book has been able to maintain its position as a leading marketing management text. The fifteenth edition serves as an overview for critical issues in marketing management. Its brief inexpensive paperback format makes it a perfect fit for instructors who assign cases readings simulations or offer modules on marketing management for MBA students. The text also works in courses that implement a cross-functional curriculum where the students are required to purchase several texts.
