Le informazioni nella sezione "Riassunto" possono far riferimento a edizioni diverse di questo titolo.
SECTION 1--ESSENTIALS OF MARKETING MANAGEMENT
PART A: INTRODUCTION
Chapter 1 Strategic Planning and the Marketing Management Process
PART B: MARKETING INFORMATION, RESEARCH, AND UNDERSTANDING THE TARGET MARKET
Chapter 2 Marketing Research: Process and Systems for Decision Making
Chapter 3 Consumer Behavior
Chapter 4 Business, Government, and Institutional Buying
Chapter 5 Market Segmentation
PART C: THE MARKETING MIX
Chapter 6 Product and Brand Strategy
Chapter 7 New Product Planning and Development
Chapter 8 Integrated Marketing Communications
Chapter 9 Personal Selling, Relationship Building, and Sales Management
Chapter 10 Distribution Strategy
Chapter 11 Pricing Strategy
PART D: MARKETING IN SPECIAL FIELDS
Chapter 12 The Marketing of Services
Chapter 13 Global Marketing
SECTION 2--ANALYZING MARKETING PROBLEMS AND CASES
SECTION 3--FINANCIAL ANALYSIS FOR MARKETING DECISIONS
SECTION 4--INTERNET EXERCISES AND SOURCES OF MARKETING INFORMATION
Part A – Internet Exercises
Part B – Internet Sources of Marketing Information
SECTION 5--MARKETING MANAGEMENT CASES
Case Group A Market Opportunity Analysis
Case Group B Product Strategy
Case Group C Promotion Strategy
Case Group D Distribution Strategy
Case Group E Pricing Strategy
Case Group F Social and Ethical Issues in Marketing Management
SECTION 6--STRATEGIC MARKETING CASES
SECTION 7--DEVELOPING MARKETING PLANS
Le informazioni nella sezione "Su questo libro" possono far riferimento a edizioni diverse di questo titolo.
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