Marketing Management
ISBN: 9780136074892 | 0136074898
Edition: 4thFormat: Hardcover
Publisher: PEARSON
Pub. Date: 1/1/2011
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For undergraduate and graduate Marketing Management courses. Go beyond the basic concepts with a strategic focus and integration of IT and global perspectives. Marketing Management reflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. The fourth edition features Ravi Dahr of Yale University one of... MORE
Part I: Marketing Philosophy and Strategy
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing... MORE
Chapter 1. Marketing and the Job of the Marketing Manager
Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research
Chapter 4. Analyzing Consumer Behavior
Chapter 5. Organizational Buying Behavior
Chapter 6. Market Structure and Competitor Analysis
Part III: Marketing Decision Making
Chapter 7. Product Decisions
Chapter 8. New Product Development
Chapter 9. Pricing... MORE
