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9780130109804

Marketing Management

by ; ; ;
  • ISBN13:

    9780130109804

  • ISBN10:

    0130109800

  • Edition: 2nd
  • Format: Paperback
  • Copyright: 1999-01-01
  • Publisher: Pearson College Div
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Summary

"Marketing Management, Third Edition" builds on the, multidisciplinary perspective and comprehensive coverage of its predecessors, while emphasizing new technology and marketing procedures in today's market, i.e. the Internet and the marketing of high tech products in Asia, cross-cultural analyses of marketing practices, relationship marketing and customer relationship management in Asia. The text presents cutting-edge marketing concepts and practices for Asian marketing in the region's 12 most promising markets to provide an accessible, analytically based universal marketing approach to Asian insights. The authors examine understanding marketing management, analyzing marketing opportunities, developing market strategies, shaping the marketing offering and managing and delivering marketing programs. For marketing professionals.

Table of Contents

About the Authors x
Preface xii
Part I Understanding Marketing Management
Assessing Marketing's Critical Role in Organizational Performance
1(37)
Doing Business in the Global Economy
2(6)
The Core Concepts of Marketing
8(8)
Marketing Management
16(1)
Company Orientations Toward the Marketplace
17(16)
The Rapid Adoption of Marketing Management
33(1)
Summary
34(1)
Concept Applications
35(1)
Notes
36(2)
Building Customer Satisfaction Through Quality, Service, and Value
38(28)
Defining Customer Value and Satisfaction
39(6)
Delivering Customer Value and Satisfaction
45(3)
Attracting and Retaining Customers
48(5)
Customer Profitability: The Ultimate Test
53(2)
Implementing Total Quality Marketing
55(4)
Summary
59(4)
Concept Applications
63(1)
Notes
64(2)
Winning Markets Through Market-Oriented Strategic Planning
66(52)
The Nature of High-Performance Businesses
68(4)
Corporate and Division Strategic Planning
72(15)
Business Strategic Planning
87(10)
The Marketing Process
97(7)
Product Planning: The Nature and Contents of a Marketing Plan
104(8)
The Shape of Marketing Planning in the 21st Century
112(1)
Summary
113(1)
Concept Applications
114(2)
Notes
116(2)
Part II Analyzing Marketing Opportunities
Managing Marketing Information and Measuring Market Demand
118(40)
What Is a Marketing Information System?
121(1)
Internal Records System
121(3)
Marketing Intelligence System
124(1)
Marketing Research System
125(17)
Marketing Decision Support System
142(2)
An Overview of Forecasting and Demand Measurement
144(6)
Estimating Current Demand
150(2)
Estimating Future Demand
152(3)
Summary
155(1)
Concept Applications
156(1)
Notes
157(1)
Scanning the Marketing Environment
158(26)
Analyzing Needs and Trends in the Macroenvironment
159(2)
Identifying and Responding to the Major Macroenvironment Forces
161(20)
Summary
181(1)
Concept Applications
182(1)
Notes
183(1)
Analyzing Consumer Markets and Buying Behavior
184(35)
A Model of Consumer Behavior
185(1)
Major Factors Influencing Buying Behavior
186(20)
The Buying Process
206(9)
Summary
215(1)
Concept Applications
215(1)
Notes
216(3)
Analyzing Business Markets and Business Buying Behavior
219(23)
What Is Organizational Buying?
220(16)
Institutional and Government Markets
236(1)
Asian Business Markets
237(1)
Summary
238(1)
Concept Applications
239(1)
Notes
240(2)
Analyzing Industries and Competitors
242(22)
Identifying Competitors
244(4)
Identifying Competitors' Strategies
248(3)
Determining Competitors' Objectives
251(1)
Assessing Competitors' Strengths and Weaknesses
251(2)
Estimating Competitors' Reaction Patterns
253(2)
Designing the Competitive Intelligence System
255(1)
Selecting Competitors to Attack and Avoid
256(2)
Balancing Customer and Competitor Orientations
258(3)
Summary
261(1)
Concept Applications
261(2)
Notes
263(1)
Identifying Market Segments and Selecting Target Markets
264(30)
Market Segmentation
265(18)
Market Targeting
283(7)
Summary
290(1)
Concept Applications
291(1)
Notes
292(2)
Part III Developing Marketing Strategies
Differentiating and Positioning the Market Offering
294(21)
Tools for Competitive Differentiation
295(12)
Developing a Positioning Strategy
307(4)
Communicating the Company's Positioning
311(1)
Summary
312(1)
Concept Applications
312(1)
Notes
313(2)
Developing New Products
315(39)
Challenges in New-Product Development
317(4)
Effective Organizational Arrangements
321(3)
Managing the New-Product-Development Process
324(1)
Idea Generation
324(5)
Idea Screening
329(2)
Concept Development and Testing
331(3)
Marketing Strategy Development
334(1)
Business Analysis
334(4)
Product Development
338(1)
Market Testing
338(2)
Commercialization
340(2)
The Consumer-Adoption Process
342(4)
New-Product Development in Asia
346(2)
The Future
348(2)
Summary
350(1)
Concept Applications
351(1)
Notes
352(2)
Managing Life-Cycle Strategies
354(23)
The Product Life Cycle
355(4)
Marketing Strategies Throughout the PLC
359(12)
Summary and Critique of the Product Life-Cycle Concept
371(1)
Market Evolution
371(2)
Summary
373(1)
Concept Applications
374(1)
Notes
375(2)
Designing Marketing Strategies for Market Leaders, Challengers, Followers, and Nichers
377(31)
Market-Leader Strategies
378(14)
Market-Challenger Strategies
392(9)
Market-Follower Strategies
401(1)
Market-Nicher Strategies
402(3)
Summary
405(1)
Concept Applications
405(1)
Notes
406(2)
Designing and Managing Global Marketing Strategies
408(38)
Deciding Whether to Go Abroad
411(1)
Deciding Which Markets to Enter
412(6)
Deciding How to Enter the Market
418(9)
Deciding on the Marketing Program
427(8)
Deciding on the Marketing Organization
435(3)
Global Marketing: An Asian Perspective
438(2)
Summary
440(1)
Concept Applications
441(3)
Notes
444(2)
Part IV Planning Marketing Programs
Managing Product Lines, Brands, and Packaging
446(46)
What Is a Product?
447(6)
Product-Mix Decisions
453(1)
Product-Line Decisions
454(6)
Brand Decisions
460(25)
Packaging and Labeling Decisions
485(3)
Summary
488(1)
Concept Applications
489(1)
Notes
489(3)
Managing Service Businesses and Product Support Services
492(28)
Nature and Classification of Services
493(2)
Characteristics of Services and Their Marketing Implications
495(3)
Marketing Strategies for Services Firm
498(15)
Managing Product Support Services
513(3)
Service Marketing: An Asian Perspective
516(1)
Summary
516(1)
Concept Applications
517(1)
Notes
518(2)
Designing Pricing Strategies and Programs
520(35)
Setting the Price
521(16)
Adapting the Price
537(6)
Initiating and Responding to Price Changes
543(7)
Summary
550(1)
Concept Applications
551(3)
Notes
554(1)
Selecting and Managing Marketing Channels
555(38)
What Are Marketing Channels?
556(8)
Channel-Design Decisions
564(6)
Channel-Management Decisions
570(6)
Channel Dynamics
576(3)
Channel Cooperation, Conflict, and Competition
579(5)
Distribution in Asia
584(6)
Summary
590(1)
Concept Applications
591(1)
Notes
591(2)
Managing Retailing, Wholesaling, and Market Logistics
593(44)
Retailing
594(20)
Wholesaling
614(9)
Market Logistics
623(9)
Summary
632(1)
Concept Applications
633(2)
Notes
635(2)
Designing and Managing Integrated Marketing Communications
637(36)
The Communication Process
639(2)
Developing Effective Communications
641(28)
Summary
669(1)
Concept Applications
670(1)
Notes
671(2)
Managing Advertising, Sales Promotion, and Public Relations
673(53)
Developing and Managing an Advertising Program
674(1)
Setting the Advertising Objectives
675(3)
Deciding on the Advertising Budget
678(1)
Choosing the Advertising Message
679(4)
Social Responsibility Review
683(3)
Deciding on the Media
686(14)
Evaluating Advertising Effectiveness
700(3)
Advertising Effectiveness: A Summary of Current Research
703(1)
Sales Promotion
704(10)
Public Relations
714(7)
Summary
721(2)
Concept Applications
723(1)
Notes
724(2)
Managing the Sales Force
726(39)
Designing the Sales Force
727(8)
Managing the Sales Force
735(13)
Principles of Personal Selling
748(13)
Summary
761(1)
Concept Applications
762(1)
Notes
763(2)
Managing Direct and Online Marketing
765(26)
TheGrowth and Benefits of Direct Marketing
766(3)
Customer Databases and Direct Marketing
769(3)
Major Channels for Direct Marketing
772(8)
Marketing in the 21st Century: Online Marketing
780(4)
The Growing Use of Integrated Direct Marketing
784(2)
Public and Ethical Issues in the Use of Direct Marketing
786(2)
Summary
788(1)
Concept Applications
788(1)
Notes
789(2)
Part V Managing The Marketing Effort
Organizing, Implementing, Evaluating, and Controlling Marketing Activities
791(50)
Company Organization
792(1)
Marketing Organization
792(20)
Marketing Implementation
812(1)
Controlling Marketing Activity
813(22)
Summary
835(2)
Concept Applications
837(2)
Notes
839(2)
Appendix: Ad Exhibits 841(12)
Name Index 853(8)
Company/Brand Index 861(9)
Subject Index 870

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