Bulk sales, PO's, Marketplace Items, eBooks, Apparel, and DVDs not included.
Questions About This Book?
- The New copy of this book will include any supplemental materials advertised. Please check the title of the book to determine if it should include any CDs, lab manuals, study guides, etc.
- The Used copy of this book is not guaranteed to include any supplemental materials. Typically, only the book itself is included.
- The Rental copy of this book is not guaranteed to include any supplemental materials. You may receive a brand new copy, but typically, only the book itself.
- The eBook copy of this book is not guaranteed to include any supplemental materials. Typically only the book itself is included.
Table of Contents
Chapter 1: The Marketing Management Process
Chapter 2: The Marketing Implications of Corporate and Business Strategies
Section 2: 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 Market Knowledge
Chapter 7: Targeting Attractive Market Segments
Chapter 8: Differentiation and Brand Positioning
Section 3: 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 4: Strategic Marketing Programs for Selected Situations
Chapter 14: Marketing Strategies for a Digitally Networked World
Chapter 15: Strategies for New and Growing Markets
Chapter 16: Strategies for Mature and Declining Markets
Section 5: Implementing and Controlling Marketing Programs
Chapter 17: Organizing and Planning for Effective Implementation
Chapter 18: Measuring and Delivering Marketing Performance