9780072863703

Marketing Management : A Strategic Decision-Making Approach

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  • ISBN13:

    9780072863703

  • ISBN10:

    0072863706

  • Edition: 5th
  • Format: Paperback
  • Copyright: 2/4/2004
  • Publisher: McGraw-Hill/Irwin
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Summary

Marketing Management, 5/e by Mullins, Walker, Boyd, and Larreche is specifically designed for courses in which decision-focused cases are an important element and/or where student projects, such as the development of a marketing plan, are assigned. The concentration on strategic decision making sets this book apart from other texts that place greater emphasis on description of marketing phenomena than on the strategic and tactical marketing decisions that managers and entrepreneurs must make each and every day. This 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 spanning a broad variety of manufacturing, service, software, and distribution industries provides an abundance of real-world, global perspectives.

Author Biography

Jean-Claude Larreche is Alfred Heineken Professor of Marketing at the European Institute of Business Administration, INSEAD, in Fontainebleau, France.

Table of Contents

Section 1: 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 2: Market Opportunity Analysis

Chapter 3 Environmental Analysis: Tools to Identify Attractive Markets

Chapter 4 Industry Analysis and Competitive Advantage

Chapter 5 Understanding Consumer Buying Behavior

Chapter 6 Understanding Organizational Markets and Buying Behavior

Chapter 7 Measuring Market Opportunities: Forecasting and Marketing Research

Chapter 8 Market Segmentation and Target Marketing

Chapter 9 Differentiation and Positioning

Section 3: Developing Strategic Marketing Programs

Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions

Chapter 11 Product Decisions

Chapter 12 Pricing Decisions

Chapter 13 Distribution Channel Decisions

Chapter 14 Integrated Promotion Decisions

Section 4: Strategic Marketing Programs for Selected Situations

Chapter 15 Marketing Strategies for the New Economy

Chapter 16 Strategies for the New and Growing Markets

Chapter 17 Strategic Choices for Mature and Declining Markets

Section 5: Implementing and Controlling Marketing Programs

Chapter 18 Organizing and Planning for Effective Implementation

Chapter 19 Measuring and Delivering Marketing Performance.

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