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Marketing Managementreflects the dynamic environment inhabited by today's marketers, helping readers understand this increasingly global marketplace and the impact of technology on making strategic marketing decisions. Its modern, strategy-based approach covers critical, fundamental topics required for professional success. Marketing and the Job of the Marketing Manager; A Strategic Marketing Framework; Marketing Research; Analyzing Consumer Behavior; Organizational Buying Behavior; Market Structure and Competitor Analysis; Product Decisions; New Product Development; Pricing; Communications and Advertising Strategy; Sales Promotion; Channels of Distribution; Direct Channels of Distribution: Personal Selling and Direct Marketing; Customer Relationship Management; Special Topic: Strategies for Service Markets For marketing professionals, product and brand managers.
Table of Contents
Part I: Marketing Philosophy and Strategy
Chapter 1. Marketing and the Job of the Marketing Manager Chapter 2. A Strategic Marketing Framework
Part II: Analysis for Marketing Decisions
Chapter 3. Marketing Research Chapter 4. Analyzing Consumer Behavior Chapter 5. Organizational Buying Behavior Chapter 6. Market Structure and Competitor Analysis Part III: Marketing Decision Making
Chapter 7. Product Decisions Chapter 8. New Product Development Chapter 9. Pricing Chapter 10. Communications and Advertising Strategy Chapter 11. Sales Promotion Chapter 12. Channels of Distribution Chapter 13. Direct Channels of Distribution: Personal Selling and Direct Marketing Chapter 14. Customer Relationship Management
Chapter 15. Special Topic: Strategies for Service Markets