A Preface to Marketing Management

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A Preface to Marketing Management

Fourteenth Edition

J. Paul Peter University of Wisconsin–Madison

James H. Donnelly Jr. Gatton College of Business and

Economics University of Kentucky

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A PREFACE TO MARKETING MANAGEMENT, FOURTEENTH EDITION

Published by McGraw-Hill Education, 2 Penn Plaza, New York, NY 10121. Copyright © 2015 by McGraw-Hill

Education. All rights reserved. Printed in the United States of America. Previous editions © 20 13, 2011, and

2008. No part of this publication may be reproduced or distributed in any form or by any means, or stored in a

database or retrieval system, without the prior written consent of McGraw-Hill Education, including, but not

limited to, in any network or other electronic storage or transmission, or broadcast for distance learning.

Some ancillaries, including electronic and print components, may not be available to customers outside the

United States.

This book is printed on acid-free paper.

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ISBN 978-0-07-786106-3

MHID 0-07-786106-X

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Library of Congress Cataloging-in-Publication Data

Peter, J. Paul.

A preface to marketing management / J. Paul Peter, University of Wisconsin-Madison, James H. Donnelly,

Jr., Gatton College of Business and Economics, University of Kentucky.–Fourteenth edition.

pages cm

ISBN 978-0-07-786106-3 (alk. paper)

1. Marketing–Management. I. Donnelly, James H. II. Title.

HF5415.13.P388 2013

658.8–dc23

2013046644

The Internet addresses listed in the text were accurate at the time of publication. The inclusion of a website does

not indicate an endorsement by the authors or McGraw-Hill Education, and McGraw-Hill Education does not

guarantee the accuracy of the information presented at these sites.

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To Rose and Angie

J. Paul Peter

To Gayla

Jim Donnelly

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vi

About the Authors

J. Paul Peter has been a faculty member at the University of Wisconsin since 1981. He was a member

of the faculty at Indiana State, Ohio State, and Washington University before joining the

Wisconsin faculty. While at Ohio State, he was named Outstanding Marketing Professor

by the students and has won the John R. Larson Teaching Award at Wisconsin. He has

taught a variety of courses including Marketing Management, Marketing Strategy, Con-

sumer Behavior, Marketing Research, and Marketing Theory, among others.

Professor Peter’s research has appeared in the Journal of Marketing, the Journal of Marketing Research, the Journal of Consumer Research, the Journal of Retailing, and the Academy of Management Journal, among others. His article on construct validity won the prestigious William O’Dell Award from the Journal of Marketing Research, and he was a finalist for this award on two other occasions. Recently, he was the recipient of the Churchill

Award for Lifetime Achievement in Marketing Research, given by the American Marketing

Association and the Gaumnitz Distinguished Faculty Award from the School of Business,

University of Wisconsin–Madison. He is an author or editor of over 30 books, including A Preface to Marketing Management, Fourteenth edition; Marketing Management: Knowledge and Skills, ninth edition; Consumer Behavior and Marketing Strategy, ninth edition; Strategic Management: Concepts and Applications, third edition; and Marketing: Creating Value for Customers, second edition. He is one of the most cited authors in the marketing literature. Professor Peter has served on the review boards of the Journal of Marketing, Jour- nal of Marketing Research, Journal of Consumer Research, and Journal of Business Research and was measurement editor for JMR and professional publications editor for the American Marketing Association. He has taught in a variety of executive programs and

consulted for several corporations as well as the Federal Trade Commission.

James H. Donnelly Jr. has spent his academic career in the Gatton College of Business and Economics at the

University of Kentucky. In 1990 he recei