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Harper W Boyd

Marketing management : a strategic, decision-making approach / Harper W. Boyd, Jr. ... [et al.]. - 4th ed. - Boston, Mass. : McGraw-Hill, c2002. - xxi, 594 p. : ill. ; 26 cm. + 1 computer optical disc (4 3/4 in.)

Sect. I. An Overview of Marketing Management --
1. Marketing and the Marketing Management Process --
2. The Strategic Role of Marketing --
Sect. II. Market Opportunity Analysis --
3. Evironmental Analysis --
4. Industry Dynamics and Strategic Change --
5. Consumer Marketing and Buying Behavior --
6. Organizational Markets and Buying Behavior --
7. Marketing Information and Marketing Research --
8. Market Segmentation and Market Targeting --
9. Positioning Decisions --
Sect. III. Developing Strategic Marketing Programs --
10. Business Strategies and Marketing-Program Decisions --
11. Product and Services Decisions --
12. Developing and Testing New Products and Services --
13. Pricing Decisions --
14. Distribution Decisions --
15. Promotion Decisions --
16. Personal Selling Decisions --
Sect. IV. Strategic Marketing Programs for Selected Situations --
17. Strategies for New and Growing Markets --
18. Strategies for Mature and Declining Markets --
Sect. V. Implementing and Controlling Strategic Marketing Programs --
19. Implementing Business and Marketing Strategies --
20. Controlling Marketing Strategies and Programs --
App. Calgolia Inc.: A Strategic Approach To International Marketing --
Index.

ISBN: 0072315237 (alk. paper) 0072472952 (book + CDROM) 0072315288 (CDROM)

ISSN: 9780072472950

Subjects--Topical Terms:
Marketing--Management.

LC Class. No.: HF5415.13 / .B669