Marketing Management
A Strategic, Decision-Making Approach
4th Edition
Published on 1. July 2001
Book
Mixed media product
576 pages
978-0-07-247295-0 (ISBN)
Description
The text is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned.
More details
Series
Edition
4th Revised edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Edition type
Revised edition
Illustrations
illustrations
Dimensions
Height: 251 mm
Width: 203 mm
Thickness: 22 mm
Weight
1095 gr
ISBN-13
978-0-07-247295-0 (9780072472950)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Section 1: The Role of Marketing in Developing Successful Business Strategies Chapter 1 The Marketing Management Process Produces Successful Marketing Decisions Chapter 2 Market-Oriented Perspectives Underlie Successful Corporate and Business Strategies Section 2: Market Opportunity Analysis Chapter 3 Environmental Analysis Identifies Attractive Markets Chapter 4 Industry Analysis and Competitive Advantage: Setting the Stage for Marketing Success Chapter 5 Understanding Consumer Buying Behavior Provides the Foundations for Marketing Decisions Chapter 6 Understanding Organizational Markets and Buying Behavior Provides the Foundation for Marketing Decisions Chapter 7 Developing and Synthesizing Market Knowledge: Market Research and Forecasting Chapter 8 Market Segmentation and Target Marketing: Clear Market Focus Leads to Marketing Breakthroughs Chapter 9 Differentiated Positioning Lays the Foundation for Winning Marketing Strategies Section 3: Developing Strategic Marketing Programs Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions Chapter 11 Effective Product Decisions Deliver the Value Customers Want Chapter 12 Effective Pricing Decision Reflect Customer Value and Achieve Strategic Objectives Chapter 13 Distribution Channel Decisions Enhance Product Availability and Value Chapter 14 Promotion Decisions Motivate Customers to Buy Chapter 15 Personal Selling Decisions Build Relationships that Satisfy Customers Section 4: Strategic Marketing Programs for Selected Situations Chapter 16 Marketing Strategies for the New Economy Chapter 17 Strategic Choices for New and Growing Markets Chapter 18 Strategic Choices for Mature and Declining Markets Section 5: Implementing and Controlling Marketing Programs Chapter 19 Organizing and Planning for Effective Implementation Chapter 20 Designing Control Systems to Deliver Superior Marketing Performance