Marketing Management: Text and Cases / Edition 6

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Overview

This popular and comprehensive book focuses on all aspects of planning, coordinating and executing marketing strategy. It explains the main terms and concepts associated with marketing management. Cases have been integrated into the text to provide readers with opportunities to apply what they have learned by solving realistic marketing problems. Most of the cases and examples are global in scope. The new edition also contains completely updated references.
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Product Details

  • ISBN-13: 9780471552550
  • Publisher: Wiley, John & Sons, Incorporated
  • Publication date: 11/28/1994
  • Edition description: Older Edition
  • Edition number: 6
  • Pages: 1008
  • Product dimensions: 7.85 (w) x 9.60 (h) x 1.66 (d)

Meet the Author

Douglas J. Dalrymple is Professor of Marketing in the School of Business at Indiana University. He received his DBA degree in marketing from Michigan State University and his MS and BS degrees from Cornell University. Professor Dalrymple has taught at the University of California, Los Angeles, the Georgia Institute of Technology, the University of San Diego, and the University of North Carolina, Greensboro. His research emphasize forecasting and sales force issues. Publications in which his articles have appeared included Journal of Personal Selling & Sales Management, Decision Sciences, Industrial Marketing Management, International Journal of Forecasting, Journal of Business Research, Business Horizons, California Management Review, and Applied Economics. Professor Dalrymple is the author or coauthor of 24 marketing books including Basic Marketing Management (2nd ed.), Sales Management: Concepts and Cases (6th ed.), Cases in Marketing Management, a computerized Sales Management Simulation (4th ed.), and two retailing texts. His books and articles have been translated into Spanish, C Chinese, Japanese, and Hebrew.

Leonard J. Parsons is professor of marketing at Georgia Institute of Technology's Dupree College of Management. He received his S.B. degree in chemical engineering from the Massachusetts Institute of Technology and his M.S.I.A. and Ph.D degrees in industrial administration with a specialization in marketing from Purdue University's Krannert School. He has taught at Indiana University and the Claremont Graduate School, and has been a visiting scholar at M.I.T., a Fulbright-Hays Senior Scholar at Katholieke Universiteit Leuven (Belgium), a visiting professor at INSTEAD (France), the Norwegian School of Marketing (Oslo), and U.C.L.A., an Advertising Educational Foundation Visiting Professor at Anheuser-Busch, and an Intercollegiate Center for Management Science Visiting Professor at the Center for Research on the Economic Efficiency of Retailing of the Facult├ęs Universitaires Catholiques de Mons (Belgium) and at the European Institute for Advanced Studies in Management (Brussels). He has been a member of the European Marketing Academy's Executive Council, a member of the Graduate Management Admission Council's Research and Test (GMAT) Development Committee, chair of the American Statistical Association's Section on Statistics in Marketing, and a member of the Advisory Board of the American Marketing Association's Marketing Research Special Interest Group. He has served as marketing department editor of Management Science and associate editor of Decision Sciences, and has been on the editorial boards of the Journal of Marketing Research, the Journal of Marketing, and the Journal of Business Research. He has coedited special issues of the International Journal of Forecasting and the International Journal of Research un Marketing. He has coauthored or coedited five books, and Market Response Models: Econometric and Time Series Analysis, two programmed learning texts, seven chapters in books, and articles in journals such as the Journal of Marketing Research, Management Science, Operations Research, and Applied Economics. He has received several awards from the American Marketing Association, including the first place award in its National Research Design Competition, and a grant from the American Association of Advertising Agencies. He is member of Beta Gamma Sigma and Phi Kappa Phi and is listed in Who's Who in America. He is an expert on market  response models, and his main interest is in marketing productivity.

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Table of Contents

Preface
About the Authors
1 The Role of Marketing in Organizations and Society 1
2 Marketing Strategy 46
3 Customer Analysis 83
4 Market Segmentation and Product Differentiation 122
5 Competitive Analysis and Product Positioning 164
6 Product Development and Testing 219
7 Brand Management 285
8 Services Marketing 338
9 Pricing 375
10 Selecting Distribution Channels 417
11 Personal Selling and Sales Force Management 459
12 Direct Marketing 496
13 Designing Adverting Programs 536
14 Sales Promotion and Public Relations 575
15 International Marketing 623
16 Marketing Planning 659
Case Index 699
Subject Index 701
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