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Marketing Management

Best in textbook rentals since 2012!

ISBN-10: 0023769211

ISBN-13: 9780023769214

Edition: N/A

Authors: J. Barry Mason, Hazel F. Ezell

List price: $73.33
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Book details

List price: $73.33
Publisher: Prentice Hall PTR
Binding: Hardcover
Pages: 784
Size: 8.25" wide x 10.50" long x 1.25" tall
Weight: 3.234
Language: English

Developing Corporate Level Strategy
Developing Competitive Strategy at the Business Unit Level
Marketing Strategy Options: Low-Cost, Differentiation, or Focus
Assessing the External and Internal Environments
Understanding Buyer Behavior and Customer Satisfaction Expectations
Information for Marketing Decision-Making
Segmentation, Positioning, and Market Measurement
Developing New Products and Services
Managing Products and Services
Developing a Pricing Strategy
Understanding the Structure of Pricing Decisions
Planning the Channel and Distribution Strategy
Developing a Promotional Strategy
Understanding the Various Elements of the Promotion Mix
Implementing Strategy
Evaluation and Control
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