Marketing Management: A Strategic Decision-Making Approach - Brossura

Mullins, John; Walker, Orville C; Boyd, Jr., Harper W

 
9780073529820: Marketing Management: A Strategic Decision-Making Approach
Brossura
ISBN 10: 0073529826 ISBN 13: 9780073529820
Casa editrice: McGraw-Hill Higher Education, 2006

Sinossi

Marketing Management: A Strategic Decision-Making Approach 6th Edition concentrates on strategic decision making. This approach sets Mullins apart from other texts which place greater emphasis on description of marketing phenomena rather than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 6th 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. Also, an entire chapter (Chapter 15) is devoted to the development of marketing strategies for the new economy. The author team’s rich entrepreneurial, marketing management, and consulting experience spans a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.

Contenuti

Section One: The Role of Marketing in Developing Successful business Strategies

Chapter 1 The Marketing Management Process

Chapter 2 The Marketing Implications of Corporate and Business Strategies

Section Two: Market Opportunity Analysis

Chapter 3 Understanding Market Opportunities

Chapter 4 Understanding Consumer Buying Behavior

Chapter 5 Understanding Organizational Markets and Buying Behavior

Chapter 6 Measuring Market Opportunities: Forecasting and Marketing Knowledge

Chapter 7 Targeting Attractive Market Segments

Chapter 8 Differentiation and Positioning

Section Three: Developing Strategic Marketing Programs

Chapter 9 Business Strategies: A Foundation for Marketing Program Decisions

Chapter 10 Product Decisions

Chapter 11 Pricing Decisions

Chapter 12 Distribution Channel Decisions

Chapter 13 Integrated Promotion Decisions

Section Four: Strategic Marketing Programs for Selected Situations

Chapter 14 Marketing Strategies for the New Economy

Chapter 15 Strategies for the New and Growing Markets

Chapter 16 Strategic Choices for Mature and Declining Markets

Section Five: Implementing and Controlling Marketing Programs

Chapter 17 Organizing and Planning for Effective Implementation

Chapter 18 Measuring and Delivering Marketing Performance

Product Description

Book by Mullins John Walker Orville Boyd Jr Harper

Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.

Editore
McGraw-Hill Higher Education
Data di pubblicazione
2006
Lingua
Inglese
ISBN 10 
0073529826
ISBN 13 
9780073529820
Rilegatura
Copertina flessibile
Numero edizione
6
Numero di pagine
560
Contatto del produttore
non disponibile
Persona responsabile
non disponibile

Altre edizioni note dello stesso titolo

9780071101097: Marketing Management: A Strategic Decision-Making Approach

Edizione in evidenza

ISBN 10:  0071101098 ISBN 13:  9780071101097
Casa editrice: McGraw-Hill Education, 2006
Brossura