Marketing Management : A Strategic Decision-Making Approach
ISBN: 9780078028793 | 0078028795
Edition: 8thFormat: Paperback
Publisher: McGraw-Hill/Irwin
Pub. Date: 1/31/2012
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The eighth edition of Marketing Management: A Strategic Decision-Making Approach, concentrates on marketing decision-making, rather than mere description of marketing phenomena. By providing specific tools and decision frameworks, it prepares its readers to hit the ground running and contribute tangibly to the marketing efforts of firms large and small. Drawing on its authors' wealth of entrepreneurial and executive experience, along with their thought-leading research, the book provides an abundance of real-life examples of marketing decisions... MORE
Section 1: The Role of Marketing in Developing Successful Business Strategies
Chapter 1: The Marketing Management Process
Chapter 2: The Marketing Implications of Corporate and Business Strategies
Section 2: Market Opportunity Analysis
Chapter 3: Understanding Market Opportunities
Chapter 4: Understanding Consumer Buying Behavior
Chapter 5: Understanding Organizational Markets and Buying Behavior
Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge
Chapter 7: Targeting Attractiv... MORE
Chapter 1: The Marketing Management Process
Chapter 2: The Marketing Implications of Corporate and Business Strategies
Section 2: Market Opportunity Analysis
Chapter 3: Understanding Market Opportunities
Chapter 4: Understanding Consumer Buying Behavior
Chapter 5: Understanding Organizational Markets and Buying Behavior
Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge
Chapter 7: Targeting Attractiv... MORE
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