Marketing Management: A Strategic Approach with a Global Orientation / Edition 2

Marketing Management: A Strategic Approach with a Global Orientation / Edition 2

by Harper W. Boyd, Jean-Claude Larreche, Orville C. Walker
     
 

ISBN-10: 0256125767

ISBN-13: 9780256125764

Pub. Date: 10/28/1994

Publisher: McGraw-Hill Companies, The

The text is designed to provide a basic framework for key marketing management concepts,tools,vocabulary,and analytical frameworks with a focus on applications based on real-world examples. The text is often paired with cases and a marketing plan project.  See more details below

Overview

The text is designed to provide a basic framework for key marketing management concepts,tools,vocabulary,and analytical frameworks with a focus on applications based on real-world examples. The text is often paired with cases and a marketing plan project.

Product Details

ISBN-13:
9780256125764
Publisher:
McGraw-Hill Companies, The
Publication date:
10/28/1994
Series:
Marketing Series
Edition description:
Older Edition
Pages:
576
Product dimensions:
7.54(w) x 10.48(h) x 0.93(d)

Related Subjects

Table of Contents

Sect. IAn Overview of Marketing Management1
1Marketing and the Marketing Management Process2
2The Strategic Role of Marketing26
Sect. IIMarket Opportunity Analysis59
3Evironmental Analyis60
4Industry Dynamics and Strategic Change80
5Consumer Marketing and Buying Behavior100
6Organizational Markets and Buying Behavior122
7Marketing Information and Marketing Research144
8Market Segmentation and Market Targeting170
9Positioning Decisions192
Sect. IIIDeveloping Strategic Marketing Programs211
10Business Strategies and Marketing-Program Decisions212
11Product and Services Decisions232
12Developing and Testing New Products and Services256
13Pricing Decisions280
14Distribution Decisions306
15Promotion Decisions338
16Personal Selling Decisions374
Sect. IVStrategic Marketing Programs for Selected Situations403
17Strategies for New and Growing Markets404
18Strategies for Mature and Declining Markets436
Sect. VImplementing and Controlling Strategic Marketing Programs463
19Implementing Business and Marketing Strategies464
20Controlling Marketing Strategies and Programs486
AppCalgolia Inc.: A Strategic Approach To International Marketing506
Index527

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