Marketing Management A Strategic Decision-Making Approach

ISBN-10: 0078028795

ISBN-13: 9780078028793

Edition: 8th 2013

List price: $312.00
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Description: The eighth edition ofMarketing Management: A Strategic Decision-Making Approach, concentrates on marketingdecision-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.

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Book details

List price: $312.00
Edition: 8th
Copyright year: 2013
Publisher: McGraw-Hill Companies, The
Publication date: 1/31/2012
Binding: Paperback
Pages: 576
Size: 7.75" wide x 9.50" long x 0.75" tall
Weight: 2.134
Language: English

The Role of Marketing in Developing Successful Business Strategies
The Marketing Management Process
The Marketing Implications of Corporate and Business Strategies
Market Opportunity Analysis
Understanding Market Opportunities
Understanding Consumer Buying Behavior
Understanding Organizational Markets and Buying Behavior
Measuring Market Opportunities: Forecasting and Market Knowledge
Targeting Attractive Market Segments
Differentiation and Brand Positioning
Developing Strategic Marketing Programs
Business Strategies: A Foundation for Marketing Program Decisions
Product Decisions
Pricing Decisions
Distribution Channel Decisions
Integrated Promotion Decisions
Strategic Marketing Programs for Selected Situations
Marketing Strategies for a Digitally Networked World
Strategies for New and Growing Markets
Strategies for Mature and Declining Markets
Implementing and Controlling Marketing Programs
Organizing and Planning for Effective Implementation
Measuring and Delivering Marketing Performance
Index
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