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Marketing Management

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ISBN-10: 0256226326

ISBN-13: 9780256226324

Edition: 3rd 1998

Authors: Harper W. Boyd, Orville C. Walker, Jean C. Larreche

List price: $77.81
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Description:

This text has been developed in response to changing customer & curriculum needs. Many instructors are looking for a concise text for this course, one that offers a solid core for the course but allows time to add other topics, materials, etc.
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Book details

List price: $77.81
Edition: 3rd
Copyright year: 1998
Publisher: McGraw-Hill Higher Education
Binding: Paperback
Pages: 576
Language: English

An Overview of Marketing Management
Marketing and the Marketing Management Process
The Strategic Role of Marketing
Market Opportunity Analysis
Evironmental Analyis
Industry Dynamics and Strategic Change
Consumer Marketing and Buying Behavior
Organizational Markets and Buying Behavior
Marketing Information and Marketing Research
Market Segmentation and Market Targeting
Positioning Decisions
Developing Strategic Marketing Programs
Business Strategies and Marketing-Program Decisions
Product and Services Decisions
Developing and Testing New Products and Services
Pricing Decisions
Distribution Decisions
Promotion Decisions
Personal Selling Decisions
Strategic Marketing Programs for Selected Situations
Strategies for New and Growing Markets
Strategies for Mature and Declining Markets
Implementing and Controlling Strategic Marketing Programs
Implementing Business and Marketing Strategies
Controlling Marketing Strategies and Programs
Calgolia Inc.: A Strategic Approach To International Marketing
Index