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

by Boyd, Harper W.; Walker, Orville C.; Larreche, Jean-Claude; Boyd, Harper W.

• ISBN13: 9780072315233
• ISBN10: 0072315237
• Edition: 4th
• Format: Paperback
• Copyright: 2001-05-01
• Publisher: McGraw Hill (Tx)

Table of Contents

An Overview of Marketing Management	p. 1
Marketing and the Marketing Management Process	p. 2
The Strategic Role of Marketing	p. 26
Market Opportunity Analysis	p. 59
Evironmental Analyis	p. 60
Industry Dynamics and Strategic Change	p. 80
Consumer Marketing and Buying Behavior	p. 100
Organizational Markets and Buying Behavior	p. 122
Marketing Information and Marketing Research	p. 144
Market Segmentation and Market Targeting	p. 170
Positioning Decisions	p. 192
Developing Strategic Marketing Programs	p. 211
Business Strategies and Marketing-Program Decisions	p. 212
Product and Services Decisions	p. 232
Developing and Testing New Products and Services	p. 256
Pricing Decisions	p. 280
Distribution Decisions	p. 306
Promotion Decisions	p. 338
Personal Selling Decisions	p. 374
Strategic Marketing Programs for Selected Situations	p. 403
Strategies for New and Growing Markets	p. 404
Strategies for Mature and Declining Markets	p. 436
Implementing and Controlling Strategic Marketing Programs	p. 463
Implementing Business and Marketing Strategies	p. 464
Controlling Marketing Strategies and Programs	p. 486
Calgolia Inc.: A Strategic Approach To International Marketing	p. 506
Index	p. 527
Table of Contents provided by Blackwell. All Rights Reserved.