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Marketing Management
ISBN: 9780131405479 | 0131405470
Edition: 2ndFormat: Hardcover
Publisher: Prentice Hall
Pub. Date: 1/1/2004
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For upper-level undergraduate or MBA core courses in Marketing Management. This book is perfect for getting to the core concepts for any Marketing Management course, but particularly fitting for instructors who like to introduce cases and other source material. Unique and central to this book is the Marketing Strategy Framework, which is introduced in chapter two and continues throughout the rest of the book.
This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the... MORE
This volume reflects the dynamic environment inhabited by today's marketers, helping readers understand the... MORE
I. MARKETING PHILOSOPHY AND STRATEGY.
1. Marketing and the Job of the Marketing Manager.
2. Developing a Marketing Strategy.
2. Developing a Marketing Strategy.
II. ANALYSIS FOR MARKETING DECISIONS.
3. Marketing Research.
4. Analyzing Consumer Behavior.
5. Organizational Buying Behavior.
6. Market Structure and Competitor Analysis.
4. Analyzing Consumer Behavior.
5. Organizational Buying Behavior.
6. Market Structure and Competitor Analysis.
III. MARKETING DECISION MAKING. ... MORE
7. Product Decisions.
8. New Product Development and Marketing.
9. Integrated Marketing Communications and Advertising Strategy.
10. Managing Channels of Distribution.
11. Managing Direct Channels: Sales Management and Direct Marketing.
12. Pricing.
13. Sales Promotion.
14. Customer Relationship Management.
15. Strategies for Service Markets.
8. New Product Development and Marketing.
9. Integrated Marketing Communications and Advertising Strategy.
10. Managing Channels of Distribution.
11. Managing Direct Channels: Sales Management and Direct Marketing.
12. Pricing.
13. Sales Promotion.
14. Customer Relationship Management.
15. Strategies for Service Markets.
