Marketing Management: A Strategic Decision-Making Approach

Name: Marketing Management: A Strategic Decision-Making Approach
Author: John Mullins

Specificaties

Paperback, blz. | Engels

McGraw-Hill Education | 8e druk, 2012

ISBN13: 9780078028793

Rubricering

McGraw-Hill Education 8e druk, 2012 9780078028793

317,90

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Samenvatting

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 – both good and not-so-good – from around the world in companies ranging from entrepreneurial start-ups to multi-national giants.

This edition continues to be the most current and internet-savvy book available, injecting the latest developments in internet-based communication and distribution technology into every chapter.

Specificaties

ISBN13:9780078028793

Taal:Engels

Bindwijze:paperback

Uitgever:McGraw-Hill Education

Druk:8

Hoofdrubriek:Strategisch management, Marketing

Inhoudsopgave

<h2>Section 1: The Role of Marketing in Developing Successful Business Strategies</h2><h3>Chapter 1: The Marketing Management Process</h3><h3>Chapter 2: The Marketing Implications of Corporate and Business Strategies</h3><h2>Section 2: Market Opportunity Analysis</h2><h3>Chapter 3: Understanding Market Opportunities</h3><h3>Chapter 4: Understanding Consumer Buying Behavior</h3><h3>Chapter 5: Understanding Organizational Markets and Buying Behavior</h3><h3>Chapter 6: Measuring Market Opportunities: Forecasting and Market Knowledge</h3><h3>Chapter 7: Targeting Attractive Market Segments</h3><h3>Chapter 8: Differentiation and Brand Positioning</h3><h2>Section 3: Developing Strategic Marketing Programs</h2><h3>Chapter 9: Business Strategies: A Foundation for Marketing Program Decisions</h3><h3>Chapter 10: Product Decisions</h3><h3>Chapter 11: Pricing Decisions</h3><h3>Chapter 12: Distribution Channel Decisions</h3><h3>Chapter 13: Integrated Promotion Decisions</h3><h2>Section 4: Strategic Marketing Programs for Selected Situations</h2><h3>Chapter 14: Marketing Strategies for a Digitally Networked World</h3><h3>Chapter 15: Strategies for New and Growing Markets</h3><h3>Chapter 16: Strategies for Mature and Declining Markets</h3><h2>Section 5: Implementing and Controlling Marketing Programs</h2><h3>Chapter 17: Organizing and Planning for Effective Implementation</h3><h3>Chapter 18: Measuring and Delivering Marketing Performance</h3><h4>Index</h4>