Marketing Management : A Strategic, Decision-Making Approach (4th)

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  • Edition: 4th
  • Format: Paperback
  • Copyright: 2001-05-01
  • Publisher: McGraw Hill (Tx)
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Table of Contents

An Overview of Marketing Managementp. 1
Marketing and the Marketing Management Processp. 2
The Strategic Role of Marketingp. 26
Market Opportunity Analysisp. 59
Evironmental Analyisp. 60
Industry Dynamics and Strategic Changep. 80
Consumer Marketing and Buying Behaviorp. 100
Organizational Markets and Buying Behaviorp. 122
Marketing Information and Marketing Researchp. 144
Market Segmentation and Market Targetingp. 170
Positioning Decisionsp. 192
Developing Strategic Marketing Programsp. 211
Business Strategies and Marketing-Program Decisionsp. 212
Product and Services Decisionsp. 232
Developing and Testing New Products and Servicesp. 256
Pricing Decisionsp. 280
Distribution Decisionsp. 306
Promotion Decisionsp. 338
Personal Selling Decisionsp. 374
Strategic Marketing Programs for Selected Situationsp. 403
Strategies for New and Growing Marketsp. 404
Strategies for Mature and Declining Marketsp. 436
Implementing and Controlling Strategic Marketing Programsp. 463
Implementing Business and Marketing Strategiesp. 464
Controlling Marketing Strategies and Programsp. 486
Calgolia Inc.: A Strategic Approach To International Marketingp. 506
Indexp. 527
Table of Contents provided by Blackwell. All Rights Reserved.

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