Marketing management : a strategic decision-making approach
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| Other Authors: | |
| Format: | Book |
| Language: | English |
| Published: |
Boston:
McGraw-Hill Irwin,
2010.
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| Edition: | 7th ed. |
| Subjects: |
Table of Contents:
- The marketing management process
- The marketing implications of corporate and business strategies
- 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
- Business strategies : a foundation for marketing program decisions
- Product decisions
- Pricing decisions
- Distribution channel decisions
- Integrated promotion decisions
- Marketing strategies for the new economy
- Strategies for new and growing markets
- Strategies for mature and declining markets
- Organizing and planning for effective implementation
- Measuring and delivering marketing performance