Marketing Management
A Strategic Approach with a Global Orientation
Published in November 1997
Book
Mixed media product
576 pages
978-0-07-115429-1 (ISBN)
Description
This text in marketing management includes expanded coverage of global examples and the uses of technology including the Internet, secondary data sources and marketing services. An international case can be found at the end of the book and used with or without the free GAMAR3 software.
More details
Edition
International 2 Revised ed
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
Illustrations
Illustrations
Dimensions
Height: 230 mm
Weight
1090 gr
ISBN-13
978-0-07-115429-1 (9780071154291)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Harper W. Boyd | Orville C. Walker
Marketing Management
Book
07/2001
4th Edition
McGraw-Hill Publishing Co.
€48.93
Article exhausted; check for reprint
Previous edition
Harper W. Boyd | Orville C. Walker
Marketing Management
A Strategic Approach with a Global Orientation
Book
01/1997
McGraw-Hill Education (ISE Editions)
€29.75
Article exhausted; check for reprint
Persons
Harper W. Boyd Jr., University of Arkansas, Little Rock - Orville C. Walker Jr., University of Minnesota - Jean-Claude Larreche, INSEAD, European Institute of Business Administration
Content
Chapter 1: Marketing And The Management Process. Chapter 2: The Strategic Role of Marketing. Chapter 3: Environmental Analysis. Chapter 4: Industry Dynamics And Strategic Change. Chapter 5: Consumer Marketing and Buying Behavior. Chapter 6: Organizational Markets And Buying Behavior. Chapter 7: Marketing Information And Marketing Research. Chapter 8: Marketing Segmentation And Market Targeting. Chapter 9: Positioning Decisions. Chapter 10: Business Strategies. Chapter 11: Business Strategies And Marketing Program Decisions. Chapter 12: Developing And Testing New Products And Services. Chapter 13: Pricing Decisions. Chapter 14: Distribution Decisions. Chapter 15: Promotion Decisions. Chapter 16: Personal Selling Decisions. Chapter 17: Strategies For New And Growing Markets. Chapter 18: Strategies For Mature And Declining Markets. Chapter 19: Implementing Business And Marketing Strategies. Chapter 20: Controlling Marketing Strategies And Programs. Appendix: Calgolia: A Strategic Approach To International Marketing.