Marketing Management A Strategic Decision-Making Approach
Edition: 8th 2013
List price: $196.56
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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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All the information you need in one place! Each Study Brief is a summary of one specific subject; facts, figures, and explanations to help you learn faster.
List price: $196.56
Copyright year: 2013
Publisher: McGraw-Hill Companies, The
Publication date: 1/31/2012
Size: 7.75" wide x 9.50" long x 0.75" tall
|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|
|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|