Marketing Management Strategies and Programs

ISBN-10: 007049097X

ISBN-13: 9780070490970

Edition: 6th 1997

List price: $112.81
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This brief text focuses on the middle management marketing decisions students are most likely to encounter in their careers, with challenging end-of-chapter questions and situations to test students' analytical and critical skills.
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Book details

List price: $112.81
Edition: 6th
Copyright year: 1997
Publisher: McGraw-Hill Higher Education
Binding: Hardcover
Pages: 496
Size: 7.50" wide x 9.50" long x 1.00" tall
Weight: 1.936
Language: English

Managerial Perspectives on Marketing
Market Orientation, Marketing Management, and the Marketing Planning Process
Corporate Marketing Planning
Situation Analysis
Market Analysis
Target Marketing: Segmentation and Positioning For Competitive Advantage
Market Measurement
Profitability and Productivity Analysis
Marketing Strategies and Programs
Marketing Strategies
Product-Development Programs
Pricing Programs
Advertising Programs
Sales-Promotion and Direct Marketing Programs
Sales and Distribution Programs
Managing Sales and Distribution
Coordination and Control
Organizing and Managing Marketing and Sales Programs
The Annual Marketing Plan
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