Marketing Management: A Strategic Decision-Making Approach / Edition 5

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Overview

The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small.

Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions &#8211 both good and not-so-good &#8211 from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

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Product Details

  • ISBN-13: 9780072863703
  • Publisher: McGraw-Hill Companies, The
  • Publication date: 2/4/2004
  • Series: The McGraw-Hill/Irwin Series in Marketing
  • Edition description: Older Edition
  • Edition number: 5
  • Pages: 544
  • Product dimensions: 8.10 (w) x 10.00 (h) x 0.85 (d)

Table of Contents

Sect. 1 The role of marketing in developing successful business strategies 1
1 The marketing management process 2
2 The marketing implications of corporate and business strategies 30
Sect. 2 Market opportunity analysis 65
3 Environmental analysis : tools to identify attractive markets 66
4 Industry analysis and competitive advantage 84
5 Understanding consumer buying behavior 106
6 Understanding organizational markets and buying behavior 130
7 Measuring market opportunities : forecasting and market research 152
8 Market segmentation and target marketing 180
9 Differentiation and positioning 200
Sect. 3 Developing strategic marketing programs 219
10 Business strategies : a foundation for marketing program decisions 220
11 Product decisions 242
12 Pricing decisions 268
13 Distribution channel decisions 294
14 Integrated promotion decisions 326
Sect. 4 Strategic marketing programs for selected situations 353
15 Marketing strategies for the new economy 354
16 Strategies for new and growing markets 384
17 Strategic choices for mature and declining markets 418
Sect. 5 Implementing and controlling marketing programs 447
18 Organizing and planning for effective implementation 448
19 Measuring and delivering marketing performance 474
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