Marketing Management

Name: Marketing Management
Price: 10.35 USD
Availability: InStock
ISBN: 9780023051623

ISBN-10: 0023051620

ISBN-13: 9780023051623

Edition: 1998

Authors: Richard P. Bagozzi

List price: $105.33

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Effectively integrating scholarly research with industry practice, the authors emphasise how marketing as an overall philosophy contributes to sound decision making.

Book details

List price: $105.33
Copyright year: 1998
Publisher: Prentice Hall PTR
Publication date: 1/8/1998
Binding: Hardcover
Pages: 768
Size: 8.75" wide x 10.75" long x 1.75" tall
Weight: 3.344
Language: English



Introduction and Overview


Marketing Management: Introduction and Overview


Strategic Planning and Marketing Orientation


The Marketing Environment


Understanding The Customer


Individual Consumers' Behavior in the Marketplace


Marketing Segmentation, Analysis, Targeting and Positioning


Organizational Buying Behavior


The Four PS of Marketing Management


New Product Development


Managing Product Life Cycles


Marketing Communication


Advertising, Sales Promotion, and Publicity


Sales and Sales Management


Pricing: Macro, Behavioral, and Managerial Decisions


Distribution Systems from a Producer's Perspective


Marketing Concerns of Wholesale, Retail, and Physical Distribution Intermediaries


A Return to Strategic and Administrative Issues


International Marketing Strategies: Issues in Design and Implementation


Formulating and Implementing the Marketing Plan


Evaluating and Controlling the Marketing Effort