Marketing Management
4th Edition
Published in July 2001
Book
Mixed media product
605 pages
978-0-07-112308-2 (ISBN)
Description
This text is designed for management courses in which decision-focused cases are an important element, or where student projects, such as the development of a marketing plan, are assigned. An introductory vignette for a real company facing a real decision, together with an introductory marketing challenges section, identifies the decisions addressed in each chapter's material. In this forth edition, "Take Aways" replace chapter summaries, these are intended to higlight key learning points and the analytical frameworks developed in each chapter. Real-life examples show the important aspects of good decision-making and show students how choices made by decison-makers affect marketers and their work.
More details
Series
Edition
International student edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
facsimiles
Dimensions
Height: 230 mm
Weight
1200 gr
ISBN-13
978-0-07-112308-2 (9780071123082)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
John Mullins | Orville Walker | Jr., Harper Boyd
Marketing Management: A Strategic, Decision-Making Approach
Book
03/2004
5th Edition
McGraw-Hill Professional
€60.75
Article is exhausted; no reprint
Previous edition
Harper W. Boyd | Orville C. Walker
Marketing Management
A Strategic Approach with a Global Orientation
Book
11/1997
McGraw-Hill Education (ISE Editions)
€43.39
Article exhausted; check for reprint
Persons
Content
Part 1 The role of marketing in developing successful business strategies: the marketing management process produces successful marketing decisions; market-oriented perspectives underlie successful corporate and business strategies. Part 2 Market opportunity analysis: environmental analysis identifies attractive markets; industry analysis and competitive advantage - setting the stage for marketing success; understanding consumer buying behaviour provides the foundation for marketing decisions; understanding organizational markets and buying behaviour provides the foundation for marketing decisions; developing and synthesizing market knowledge - market research and forecasting; market segmentation and target marketing - clear market focus leads to marketing breakthroughs; differentiated positioning lays the foundations for winning marketing strategies. Part 3 Developing strategic marketing programmes: business strategies provide a foundation for marketing programme decisions; effective product decisions deliver the value customers want; effective pricing decisions reflect customer value and achieve objectives; distribution channel decisions enhance product availability and value; promotion decisions motivate customers to buy; personal selling decisions build relationships that satisfy customers. Part 4 Strategic marketing programmes for selected situations: marketing strategies for the new economy; strategic choices for new and growing markets; strategic choices for mature and declining markets. Part 5 Implementing and controlling marketing programmes: organizing and planning for effective implementation; designing control systems to deliver superior marketing performance.