Marketing Management: A Strategic, Decision-Making Approach (w/GAMAR Software)

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  • Format: Paperback
  • Copyright: 2001-04-15
  • Publisher: McGraw-Hill/Irwin
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The text 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.

Table of Contents

Section 1: The Role of Marketing in Developing Successful Business Strategies

Chapter 1 The Marketing Management Process Produces Successful Marketing Decisions

Chapter 2 Market-Oriented Perspectives Underlie Successful Corporate and Business Strategies

Section 2: Market Opportunity Analysis

Chapter 3 Environmental Analysis Identifies Attractive Markets

Chapter 4 Industry Analysis and Competitive Advantage: Setting the Stage for Marketing Success

Chapter 5 Understanding Consumer Buying Behavior Provides the Foundations for Marketing Decisions

Chapter 6 Understanding Organizational Markets and Buying Behavior Provides the Foundation for Marketing Decisions

Chapter 7 Developing and Synthesizing Market Knowledge: Market Research and Forecasting

Chapter 8 Market Segmentation and Target Marketing: Clear Market Focus Leads to Marketing Breakthroughs

Chapter 9 Differentiated Positioning Lays the Foundation for Winning Marketing Strategies

Section 3: Developing Strategic Marketing Programs

Chapter 10 Business Strategies Provide a Foundation for Marketing Program Decisions

Chapter 11 Effective Product Decisions Deliver the Value Customers Want

Chapter 12 Effective Pricing Decision Reflect Customer Value and Achieve Strategic Objectives

Chapter 13 Distribution Channel Decisions Enhance Product Availability and Value

Chapter 14 Promotion Decisions Motivate Customers to Buy

Chapter 15 Personal Selling Decisions Build Relationships that Satisfy Customers

Section 4: Strategic Marketing Programs for Selected Situations

Chapter 16 Marketing Strategies for the New Economy

Chapter 17 Strategic Choices for New and Growing Markets

Chapter 18 Strategic Choices for Mature and Declining Markets

Section 5: Implementing and Controlling Marketing Programs

Chapter 19 Organizing and Planning for Effective Implementation

Chapter 20 Designing Control Systems to Deliver Superior Marketing Performance

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