Marketing Management
Published on 19. November 1999
Book
Hardback
576 pages
978-0-321-01421-4 (ISBN)
Description
For upper-level undergraduate or MBA "core" courses in Marketing Management.
This text reflects the dynamic environment inhabited by today's marketers, helping students understand the marketplace and the impact of technology to make strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in future courses or professional work.
This text reflects the dynamic environment inhabited by today's marketers, helping students understand the marketplace and the impact of technology to make strategic marketing decisions. Its modern, integrated presentation and strategy-based approach covers critical, fundamental topics required to succeed in future courses or professional work.
More details
Language
English
Place of publication
United States
Publishing group
Pearson Education (US)
Target group
Professional and scholarly
Dimensions
Height: 255 mm
Width: 205 mm
Thickness: 22 mm
Weight
1002 gr
ISBN-13
978-0-321-01421-4 (9780321014214)
Copyright in bibliographic data and cover images is held by Nielsen Book Services Limited or by the publishers or by their respective licensors: all rights reserved.
Schweitzer Classification
Other editions
New editions
Book
06/2003
2nd Edition
Pearson
€117.60
Article exhausted; check for reprint
Previous edition
Content
I. CUSTOMER FOCUS AND MARKETING MANAGEMENT.
1. The Concept of Marketing.
2. The Marketing Manager's Job.
II. THE DEVELOPMENT OF A MARKETING STRATEGY.
3. A Strategic Marketing Framework.
4. Marketing Research.
5. Consumer Behavior and Analysis.
6. Organizational Buying Behavior.
7. Market Structure and Competitor Analysis.
III. MARKETING MIX DECISION-MAKING.
8. Communications and Advertising Strategy.
9. Channels of Distribution.
10. Personal Selling.
11. Pricing.
12. Sales Promotion.
IV. SPECIAL TOPICS IN MARKETING MANAGEMENT.
13. Customer Relationship Management.
14. Strategies for Service Markets.
15. Strategies for Technology-Based Markets.
16. Global Marketing Strategies.
17. New Product Development.
1. The Concept of Marketing.
2. The Marketing Manager's Job.
II. THE DEVELOPMENT OF A MARKETING STRATEGY.
3. A Strategic Marketing Framework.
4. Marketing Research.
5. Consumer Behavior and Analysis.
6. Organizational Buying Behavior.
7. Market Structure and Competitor Analysis.
III. MARKETING MIX DECISION-MAKING.
8. Communications and Advertising Strategy.
9. Channels of Distribution.
10. Personal Selling.
11. Pricing.
12. Sales Promotion.
IV. SPECIAL TOPICS IN MARKETING MANAGEMENT.
13. Customer Relationship Management.
14. Strategies for Service Markets.
15. Strategies for Technology-Based Markets.
16. Global Marketing Strategies.
17. New Product Development.