9780130122179

Marketing Management: The Millennium Edition

by
  • ISBN13:

    9780130122179

  • ISBN10:

    0130122173

  • Edition: 10th
  • Format: Hardcover
  • Copyright: 7/1/1999
  • Publisher: Pearson College Div
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Summary

For undergraduate/graduate courses in Marketing Management. This classic text, a worldwide best seller, highlights the most recent trends and developments in global marketing. It emphasizes the importance of teamwork between marketing and all the other functions of the business; introduces new perspectives in successful strategic market planning; and presents additional company examples of creative, market-focused, and customer-driven action. A special focus on the 21st Century acknowledges the accelerating pace of change in the marketplace, and illustrates what leading companies are doing to meet the challenges of the new environment and the new millennium.

Table of Contents

Preface xxv
PART I. UNDERSTANDING MARKETING MANAGEMENT 1(98)
1. Marketing in the Twenty-First Century
1(32)
2. Building Customer Satisfaction, Value, and Retention
33(30)
3. Winning Markets: Market-Oriented Strategic Planning
63(36)
PART II. ANALYZING MARKETING OPPORTUNITIES 99(186)
4. Gathering Information and Measuring Market Demand
99(36)
5. Scanning the Marketing Environment
135(24)
6. Analyzing Consumer Markets and Buyer Behavior
159(32)
7. Analyzing Business Markets and Business Buying Behavior
191(26)
8. Dealing with the Competition
217(38)
9. Identifying Market Segments and Selecting Target Markets
255(30)
PART III. DEVELOPING MARKETING STRATEGIES 285(108)
10. Positioning the Market Offering Through the Product Life Cycle
285(42)
11. Developing New Market Offerings
327(38)
12. Designing Global Market Offerings
365(28)
PART IV. MAKING MARKETING DECISIONS 393(96)
13. Managing Product Lines and Brands
393(34)
14. Designing and Managing Services
427(28)
15. Designing Pricing Strategies and Programs
455(34)
PART V. MANAGING AND DELIVERING MARKETING PROGRAMS 489
16. Managing Marketing Channels
489(30)
17. Managing Retailing, Wholesaling, and Market Logistics
519(30)
18. Managing Integrated Marketing Communications
549(28)
19. Managing Advertising, Sales Promotion, and Public Relations
577(42)
20. Managing the Sales Force
619(30)
21. Managing Direct and On-line Marketing
649(30)
22. Managing the Total Marketing Effort
679
Credits C1
Name Index I1(6)
Company/Brand Index I7(7)
Subject Index I14

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