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.
|Edition description:||Older Edition|
|Product dimensions:||7.85(w) x 9.60(h) x 1.66(d)|
Table of Contents
The Role of Marketing in Organizations and Society.
Market Segmentation and Product Differentiation.
Competitive Analysis and Product Positioning.
Measuring and Forecasting Market Opportunities.
Product Development and Testing.
Product and Brand Management.
Selecting and Managing Distribution Channels.
Personal Selling and Sales Force Management.
Designing Advertising Programs.
Sales Promotion and Public Relations.
Marketing Planning and Implementation.