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Marketing Management : Analysis, Planning, Implementation, and Control
ISBN: 9780132435109 | 0132435101
Format: HardcoverPublisher: Prentice Hall
Pub. Date: 8/1/1996
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This book, worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. The author underscores the importance of computers, telecommunications, and other new technologies in improving marketing planning and performance. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.
| Understanding Marketing Management | |
| Understanding the Critical Role of Marketing in Organizations and Society | |
| Building Customer Satisfaction Through Quality, Service, and Value | |
| Laying the Groundwork Through Market-Oriented Strategic Planning | |
| Managing the Marketing Process and Marketing Planning | |
| Analyzing Marketing Opportunities | |
| Marketing Information Systems and Marketing Resear... MORE | |
| Analyzing the Marketing Environment | |
| Analyzing Consumer Markets and Buyer Behavior | |
| Analyzing Business Markets and Business Buying Behavior | |
| Analyzing Industries and Competitors | |
| Researching and Selecting Target Markets | |
| Measuring and Forecasting Market Demand | |
| Identifying Market Segments and Selecting Target Markets | |
| Developing Marketing Strategies | |
| Differentiating and Positioning the Market Offer | |
| Developing, Testing, and Launching New Products and Services | |
| Managing Product Life Cycles and Strategies | |
| Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers | |
| Designing Strategies for the Global Marketplace | |
| Planning Marketing Programs | |
| Managing Products Lines, Brands, and Packaging | |
| Managing Service Businesses and Ancillary Services | |
| Designing Pricing Strategies and Programs | |
| Selecting and Managing Marketing Channels | |
| Managing Retailing, Wholesaling, and Physical-Distribution Systems | |
| Designing Communication and Promotion-Mix Strategies | |
| Designing Effective Advertising Programs | |
| Designing Direct-Marketing, Sales-Promotion, and Public- Relations Programs | |
| Managing the Salesforce | |
| Organizing, Implementing, and Controlling Marketing Effort | |
| Organizing and Implementing Marketing Programs | |
| Evaluating and Controlling Marketing Performance | |
| Author Index | |
| Company/Brand Index | |
| Subject Index | |
| Table of Contents provided by Publisher. All Rights Reserved. |
