Marketing Management: Text and Cases / Edition 6

Marketing Management: Text and Cases / Edition 6

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Marketing Management: Text and Cases / Edition 6

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.

Product Details

ISBN-13: 9780471552550
Publisher: Wiley
Publication date: 11/28/1994
Edition description: Older Edition
Pages: 1008
Product dimensions: 7.85(w) x 9.60(h) x 1.66(d)

Table of Contents

The Role of Marketing in Organizations and Society.

Marketing Strategy.

Customer Analysis.

Market Segmentation and Product Differentiation.

Competitive Analysis and Product Positioning.

Measuring and Forecasting Market Opportunities.

Product Development and Testing.

Product and Brand Management.

Services Marketing.


Selecting and Managing Distribution Channels.

Personal Selling and Sales Force Management.

Direct Marketing.

Designing Advertising Programs.

Sales Promotion and Public Relations.

International Marketing.

Marketing Planning and Implementation.


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