Marketing Management
Description
For undergraduate and graduate Marketing Management courses.
Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives.
Marketing Management
reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success.
The fourth edition features Ravi Dahr of Yale University-one of the world's leading scholars in behavioral decision-making-as a new coauthor.
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Content
- Part I: Marketing Philosophy and Strategy
- Chapter 1. Marketing and the Job of the Marketing Manager
- Chapter 2. A Strategic Marketing Framework
- Part II: Analysis for Marketing Decisions
- Chapter 3. Marketing Research
- Chapter 4. Analyzing Consumer Behavior
- Chapter 5. Organizational Buying Behavior
- Chapter 6. Market Structure and Competitor Analysis
- Part III: Marketing Decision Making
- Chapter 7. Product Decisions
- Chapter 8. New Product Development
- Chapter 9. Pricing
- Chapter 10. Communications and Advertising Strategy
- Chapter 11. Sales Promotion
- Chapter 12. Channels of Distribution
- Chapter 13. Customer Relationship Management
- Chapter 14. Direct Channels of Distribution: Personal Selling and Direct Marketing
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Chapter 15. Special Topic: Strategies for Service Markets