Preface to Marketing Management

by James H. Donnelly

Preface to Marketing Management, Eighth Edition, is praised in the market for its organization, format, clarity, brevity, and flexibility. It is intended to serve as an overview for critical issues in marketing management. The inexpensive, brief, paperback format makes it a perfect fit for schools that wish to assign cases, readings, simulations or to offer a module on marketing management for MBA students. It is also perfect for a school that is implementing a cross-functional curriculum where the students are often required to purchase several texts.

Genres: Business

318 pages, Paperback

First published January 1, 1988

Reviews

[Pankachu102 · Rating 3 out of 5]

Read as part of a masters marketing class, this book includes marketing planning, research, segmentation, and other marketing topics.

My view of this book is partially skewed by the professor in this class who started off the class with essentially “no one got an ‘A’ on the first assignment because everyone has room for improvement”.

For future versions:

Page 46: “lingerie”… really? Just use cosmetic
Page 76: Marketing Insight 5-2 website was discontinued in May 2024
Page 94: Kmart isn’t really a thing anymore

[Deborah · Rating 2 out of 5]

I am the Director of Marketing for a national company and this is supposed to be a beginner book on Marketing. There are inaccuracies throughout, like "Your logo is your brand." What a crock. Your brand is how your customers perceive you. It can include past experience, emotional reactions, etc.

It was also intentionally confusing. For example: "Service quality cannot sometimes be completely standardized due to the inability to completely mechanize the service encounter." Someone not familiar at all with Marketing is likely not to understand basic concepts because of the overly technical way it's written. Why not say: It's difficult to completely standardize quality measures because of the human element of the process.

If you're an MBA professor looking for a Marketing book - please look elsewhere.

[Graham · Rating 4 out of 5]

Great book for an all-around look at marketing. There's a lot of information packed into it, and I'm sure I will use it as a reference.

[Kate · Rating 4 out of 5]

This is a great textbook. I just thought it was a little too condensed.