Marketing Management / Edition 3

Marketing Management / Edition 3

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

ISBN-10: 0256226326

ISBN-13: 9780256226324

Pub. Date: 10/28/1997

Publisher: McGraw-Hill Higher Education

This is a short,flexible paperback developed in response to changing customer and curriculum needs. Many instructor's are looking for a concise text for this course,one that offers a solid core for the course but allows time to add other topics,materials,cases,readings,simulations. The low cost and the brief format of Boyd allows professors to add such materials…  See more details below

Overview

This is a short,flexible paperback developed in response to changing customer and curriculum needs. Many instructor's are looking for a concise text for this course,one that offers a solid core for the course but allows time to add other topics,materials,cases,readings,simulations. The low cost and the brief format of Boyd allows professors to add such materials with little resistance from the students

Product Details

ISBN-13:
9780256226324
Publisher:
McGraw-Hill Higher Education
Publication date:
10/28/1997
Series:
The Irwin/McGraw-Hill Series in Marketing
Edition description:
Older Edition
Pages:
547

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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