Marketing Management: Strategies and Programs
4th Edition
Published on 1. August 1991
Book
Paperback/Softback
480 pages
978-0-07-100831-0 (ISBN)
Description
This text focuses on the middle management marketing decisions students are most likely to encounter in their careers. The text emphasizes fundamental processes to help students develop the ability to apply marketing theories and concepts to decision-making situations. The new fifth edition adds a new chapter on competitive analysis, a new appendix on source of marketing information and integrates international dimensions throughout.
More details
Edition
4th edition
Language
English
Place of publication
London
United Kingdom
Publishing group
McGraw-Hill Education - Europe
Target group
College/higher education
Professional and scholarly
ISBN-13
978-0-07-100831-0 (9780071008310)
Copyright in bibliographic data is held by Nielsen Book Services Limited or its licensors: all rights reserved.
Schweitzer Classification
Content
Part 1: Managerial perspectives on marketing; the scope of marketing management and the marketing planning process; corporate marketing planning. Part 2: Situation analysis; market analysis; competitive analysis; market measurement; profitability and productivity analysis. Part 3: Marketing strategies and programs; marketing strategies; product development programs; pricing programs; advertising programs; sales-promotion programs; sales and distribution programs - establishing objectives and appeals; sales and distribution programs - budgets and performance evaluation. Part 4: Coordination and control; organizing and managing marketing and sales activities; the annual marketing plan.